POST SUMMARY: According to A.J. Triano, VP, connected health at inVentiv Health’s Palio+Ignite. “The biggest statement on DTC is that we’re still misaligned with where people are needing our information…We’re drastically overspending on print and TV, and underutilizing the mediums where people are looking and paying attention.” The breakdown of DTC spending for 2013, by channel, is a further indication that the majority of DTC marketers are stuck in the past or that the constraints placed on the “e” channel by regulatory and legal are impacting DTC effectiveness.
Category: DTC Spending
Last week I published a link to 51 digital health metrics in 2013. The post had a lot of great stats but statistics without insights mean very little. Over the past 3 years I have reviewed a lot of data and sat in a lot of market research to better understand how people are using the Internet for health. It’s essential to understand the drivers of digital health so, as marketers, we can better provide patient/consumers with the information they need to make better health choices. Here is a list of what I learned…
Zoey Dunn asks, via an article in Medical Marketing & Media “Is the current agency model a joke?”. She raises some very valid points as someone who has worked in an agency but I wanted to give a view from the client side as I have both worked with multiple agencies on major product launches and on behalf of brands. One thing is for certain though, the current agency model, not only in pharma but in consumer packaged goods as well, is broken.