SUMMARY: Social media continues to be used by online health seekers, but there is also a high level of health misinformation. Using social media for DTC can be effective if you have a story to tell in short messages. Still, DTC marketers should be aware of what’s being said around certain health conditions via social media.
HERE”S THE DEAL: Determining how much to spend for the launch of a new drug is a challenge we all face and you have to be ready to shift funds from channels that are failing to provide the lift in brand awareness to channels that hit the bullseye on your objectives.
TO THE POINT: When it comes to online advertising the creative is more important than the money you’re spending on media. DTC marketers need to create a “hook point” to lead to action.
QUICK READ: Pharma digital agencies are doing their clients a huge disservice by recommending heavy paid search. The reality is that the ROI for most paid search is very low.
QUICK READ: DTC is going to be a bigger challenge now than ever before. You need to be able to quickly shift resources from one channel to another to increase your metrics. Be pearled to fail if you don’t listen and keep talking to your audience for feedback as well.
QUICK READ: The question that most DTC managers are going to be asked is “what happens if you cut your DTC budget by X%?”. That’s when you go back to your desk and, in a panic, call your agencies for help to justify your budget dollars. How much do you really need?
QUICK READ: Metrics not only show you where you’re having success they clearly identify opportunities and where DTC marketers can use their budgets to drive brand objectives.
QUICK READ: Metrics can either be a pain in the ass or they can open your eyes to new opportunities. The process by which patients finally fulfill a new Rx is complicated in our environment. Numbers can be, and are, manipulated to show that DTC is effective but these are the real metrics every DTC manager should know.
