QUICK READ: According to Fierce Pharma “mostly because DTC works. Study after study finds that patients follow the well-worn DTC advice and actually “ask your doctor” about a condition or…
Category: DTC Review
DTC advertising in a post-truth world
KEY IDEA: We live in a post-truth world. The institutions that were once trusted sources of truths are now regarded with deep skepticism by citizens and consumers alike. That’s changing…
AZ takes on the challenge of biomarker education alone
SUMMARY: AZ is using non-branded DTC to educate lung cancer patients about different biomarkers. Why haven’t all the companies that offer lung cancer drugs joined forces to educate a public…
When it comes to digital, pharma leaving opportunities on the table
KEY TAKEAWAY: While patients are going online to research new drugs and treatments, pharma websites are becoming a less important part of the decision making. DTC marketers need to focus…
People are getting tired of the same DTC TV ads
KEY TAKEAWAY: Pharma agencies either have not communicated what effective reach and frequency is or DTC managers are spending money so they don’t lose it. Either way, what I learned…
Exposure to DTC ads leads to information seeking
IN SUMMARY: Proponents of DTC advertising argue that advertisements can raise awareness about treatments and health conditions, though others say that DTC advertising can lead to overprescribing. However, the authors…
DTC Objectives-New Drug Launch
IN SUMMARY: Launching a new drug in today’s challenging market can be tough. Your first objective, when it comes to DTC marketing should be to reach your target micro-segments with…
Scientific American’s flawed DTC study
IN SUMMARY: According to a recent study in Scientific American, ” the FDA’s assumption that more risk information leads to greater concern about risk is misplaced. Across six experiments, comprising of…