Talking about what others are afraid to say
Every few months, someone on a brand team asks me some version of this: “How big does our patient population have to be before TV makes sense?” I wish there …
Is Your Patient Population Big Enough for TV Ads? Read More
The familiar argument pharma marketers have used for years to justify their huge DTC advertising budgets is that DTC creates awareness, awareness gets patients into the doctor’s office, and patient …
Financial Return Behind Pharma DTC Model is Dropping Read More
Pharma’s DTC channel of choice is (and likely will remain for some time) TV. IQVIA estimates pharma spent over $6 billion on DTC TV advertising campaigns for 75 brands spending …
Prescription Drug Marketing Is Changing. The Bigger Question Is Whether Pharma Marketers Are Changing With It Read More
Research firm IQVIA estimates the industry spent greater than $6 billion on DTC TV ads alone in 2024. That figure includes 75 brands that spent $10 million or more on …
Pharma Is Spending Billions Talking to Consumers. The problem is consumers may not trust the Messenger. Read More
SEO is no less important today; vanity SEO metrics are less important. Stop asking, “How many people visited our website?” Instead ask: Did the right people arrive? Did they read …
Pharma Is Measuring SEO Wrong—and Wasting Money Because of It Read More
If you flip on the TV during primetime news or Sunday football, you will see pharmaceutical advertising. Psoriasis. Ulcerative colitis. Migraine. COPD. HIV. Cancer. You name it. Here’s a question …
Reevaluating Pharma Ads: When TV Isn’t Worth It Read More
You’ve heard it before: the advertising industry loves prognosticating about the “death of advertising”—particularly digital advertising. Then something happens. Digital ads lift sales. They deliver ROI. They produce quarter-over-quarter growth. …
The Waiting Room Is Not Your Media Buy Read More
In Just Over a Year, the Consumer Has Changed Today’s healthcare consumer is more digitally empowered, more skeptical, more informed, and increasingly influenced by artificial intelligence. They are researching symptoms …
What Pharma DTC Marketers Should Know About the People They Are Marketing to Today Read More