- DTC advertising is designed to provide scientifically-accurate information to patients so that they are better informed about their health care and treatment options.
- There is never any requirement or obligation for physicians to prescribe a particular medication, as was confirmed by 91 percent of physicians in FDA’s survey.
- Beyond increasing patient awareness of disease (including undiagnosed conditions) and available treatments, DTC advertising has been found to increase awareness of the benefits and risks of new medicines and encourage appropriate use of medicines.
- In addition, DTC encourages patients to visit their doctors’ offices for important doctor-patient conversations about health that might otherwise not take place.
KEY TAKEAWAY: AbbVie is airing DTC ads for a disease state site on endometriosis in preparation for the launch of Elagolix. The site and the commercial are both well done and provide a resource for women living with endometriosis.
KEY TAKEAWAY: Alexa’s monthly users have increased by 325 percent in 2017, equivalent to 2.8 million users. [inlinetweet prefix=”” tweeter=”” suffix=””] At the same time DRG reported that 1 in two people have gone online for health information.[/inlinetweet] The DTC playing field is changing, but can pharma marketers align their organizations to take risks?
KEY TAKEAWAY: [inlinetweet prefix=”” tweeter=”” suffix=””]Successful marketers tend to spend less time planning and more time acting [/inlinetweet]than average people. They get out into the world, try new things, make mistakes and fail at first and in doing so, they lay the foundation for future successes. Not only do they learn what will work by first finding out for themselves what does not, but they also benefit from unexpected experiences and opportunities. To develop a great pharma product website be prepared to fail, but use a process that all but guarantees your success.
KEY TAKEAWAY: The US market for major depressive disorders will rise from $2.4 billion in 2015 to $4.6 billion in 2025. Rexulti, I believe, is doing a great job trying to reach new patients with a great creative TV spot.