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.
QUICK READ: You’re getting ready to launch a new drug. The sales projections are in, the salesforce is budgeted but now you have to convince management how much you need for effective DTC. Here’s how…
QUICK READ: DTC marketing as it is and as you knew it is dead. The pandemic has forever changed the way consumers shop and uses healthcare. Now is the time to prepare for the new era of healthcare marketing and transform your organization into a digital company.
- 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.
- 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