It’s time to stop using worthless online ad metrics. Click-through rates are the most used KPI in marketing, but they are useless. Click-through rates don’t correlate with any meaningful brand metrics. Billions of dollars are “optimized” based on nothing but noise. “One impression’ is one web browser making one server request for one advertisement. Human eyeballs have nothing to do with it, so it’s all useless.
Thyroid eye disease affects more women than men, although men are more likely to have severe illnesses. The exact prevalence of thyroid eye disease is not known, but is estimated to be 16 per 100,000 women in the general population, and 2.9 per 100,000 men in the general population. So why in the hell is Tepezza running TV ads?
GOOD MORNING: The FDA is taking a scientific approach to evaluating direct-to-consumer (DTC) drug advertising, focusing on measuring consumer perceptions of the information presented in ads. Since when is consumer behavior ever scientific?
SUMMARY: Wegovy is selling so well that it’s hard to get at pharmacies. It’s being positioned as an anti-obesity drug, but one study by Novo Nordisk has shown that people who stop taking Wegovy after a few months tend to regain much of their lost weight within a year. In addition, people who lost weight on Wegovy in clinical trials had nutritional counseling and had to stay on a strict diet.
LEAD-IN: “What is the reason to believe?”. It seems like a simple question, doesn’t it yet? In today’s micro-segmented audience environment, it’s often hard to come up with one reason that might resonate with everyone in your target audience.
SUMMARY: DTC metrics change by product life cycle and DTC managers usually have to justify their budgets. Never report just raw numbers. You should tell a story on the value of your marketing using metrics that senior managers understand.
TEASER: What DTC marketers and consumers do as the result of seeing a relevant DTC ad differs by a wide margin. DTC marketers would like to think that patients ask for the advertised drug when visiting their doctor, but that’s largely untrue.
THE SHORT: According to Medical News Today “in the United States (U.S.), an estimated 25.7 million people have some form of asthma, and 15 percent of these people have severe asthma that is difficult to control with standard medications. In the population as a whole, eosinophilic asthma is rare, affecting only 5 percent of adults with asthma or about 1.2 million people. Does TV DTC make sense to reach such a small audience?