QUICK READ:
- 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.
Category Archive: DTC Spending
QUICK READ:
- In the past, DTC ads were meant to drive new Rx’s but today the path between awareness and action has become more difficult.
- DTC needs to be implemented by the unique characteristics of each health condition.
- Testing TV messages may be a waste of time and money.
- DTC needs constant measurement with effective reach a must.
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.
- 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