Should pharma adjust the DTC media mix?

KEY THOUGHT: Shifting more dollars into digital marketing might sound like a good idea but on average, American adults spent over 5 1/2 hours a day watching video, 4 1/2 of those hours were with traditional broadcast television. TV is still the predominant channel to create awareness but the Internet drives conversion if it’s aligned with the product life-cycle.

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Programmatic solution just for healthcare marketers

SUMMARY: PulsePoint™ connects the dots of healthcare marketing and delivers health messaging where audiences are in their healthcare journey. The platform accesses contextualized health content and related, engaged audiences to deliver relevant marketing messages through partner platforms like Facebook, Instagram, Pinterest, and Twitter, as well as native, video, content discovery, search, display, and connected TV channels.  But there are still issues with programmatic.

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Is pharma cutting digital for TV?

  • New products are being launched with heavy TV but product websites remain relatively unchanged.
  •  A report from Tel Aviv-based cybersecurity firm Cheq says up to 20% of ad dollars is being stolen through digital ad fraud.
  • With more consolidation within pharma vendors bigger agencies are more likely to recommend TV as opposed to digital but this is a serious mistake
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Oncology DTC

  • In 2018, the National Cancer Institute estimates there will be 1,735,000 new cases of cancer diagnosed in the U.S.
  • During the past 12 months, health care ads have reached 75% of U.S. cancer survivors on television, 54% at doctor’s offices and 40% via magazines.
  • When asked what sources of information they value the most, it’s no surprise that all survivors look primarily to their medical support team (doctors, nurses, pharmacists), medication packaging/labels and family/friends.

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Spending more money on TV ads doesn’t make sense

  • In 2019, people are expected to spend an average of 170.6 minutes each day on online activities like watching videos on YouTube, sharing photos on Facebook and shopping on Amazon. They’ll spend slightly less time — 170.3 minutes —watching TV.
  • In the U.S., however, TV is still king. Internet usage will not eclipse TV viewing there until 2020, according to Zenith.
  • Most advertisers are ahead of the curve, except pharma.. Globally, they’re expected to spend $60 billion more on internet than TV advertising in 2019.
  • 80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study by the Pew Internet & American Life Project.

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