- DTC conferences are a waste of time and don’t acknowledge the rapid changes of online health seekers.
- Patients don’t ask about new drugs because of DTC.
- Too much money is being allocated to TV.
- Websites are being ignored.
SUMMARY: Dave Trott, a legendary ad-world guru and the author of Predatory Thinking, estimates that just 4 percent of the average ad is remembered positively. Another 7 percent is remembered negatively, and a whopping 89 percent is forgotten entirely. Yet DTC TV is still regarded as the primary driver of market share.
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.
SUMMARY: Pharma continues to allocate too much money for paid search while failing to adequately measure the key metrics of their dollars. There are a lot of opportunities to stop thinking
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.