QUICK READ: Only someone who is fooling themselves believes that life will go back to normal after the pandemic. The pandemic has affected healthcare dramatically as searches for health information beyond COVID, have skyrocketed and patients have become used to virtual health visits. DTC marketing needs to evolve if it’s to remain relevant as part of the brand objectives.
TEASER: What DTC marketers and consumers do as the result of seeing a relevant DTC ad differs by a wide margin. DTC marketers would like to think that patients ask for the advertised drug when visiting their doctor, but that’s largely untrue.
SUMMARY: DTC marketers are spending tens of millions of dollars on programmatic ads that are full of fraud and have low click-through rates but they have yet to embrace email marketing which has an average click-through rate of 3.43%.