Programmatic solution just for healthcare marketers

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.

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Research findings on DTC TV advertising

IN SUMMARY: Most patient’s are not paying attention to DTC TV ads and when they do they are going online to learn more but pharma is being left out of the “conversation” because they don’t provide the information that people want to ask their doctor for an Rx.

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Patient advocacy groups wrong on drug prices in DTC ads

KEY TAKEAWAY: Drug prices in TV ads don’t mean a damn thing and may scare patients away from needed prescription drugs to treat health problems. Until we address the lack of transparency around drug costs adding the list price to ads is like trying to nail jello to the wall.

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6 Year old DTC study is not​ applicable today

  • A CMI/Compass study in 2013 suggested a dip in physician support for DTC with less than half (48%) indicating that DTC advertising informed, educated, and empowered patients. And, a slight majority (53%) of physicians who responded to the survey were opposed to DTC advertising.
  • 78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate
  • Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient’s relationship with a clinician
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TV will continue to rule with DTC ads

KEY TAKEAWAY: For DTC marketers, TV is king and will continue to dominate most DTC budgets.  771,368 DTC ads were shown in 2016 , the last full year for which data is available, an increase of almost 65 percent over 2012. TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time. Continue reading

Lowering the fraud of online ads

KEY TAKEAWAY: Online ad fraud is shaking the online advertising industry at a time when advertisers are pouring a ton of money into the channel.  However, what’s been overlooked is that the creative for most online ads is horrible. If pharma marketers want to lower the risk of online ad fraud and improve metrics they have to do two things: ditch programmatic and improve online ad creative. Continue reading

Why is Genentech’s MS therapy CRM offline?

KEY TAKEAWAY: Enroll in the Genentech patient assistance (co-pay) for Ocrevus and you’re going to receive, via Fed-X, a booklet welcoming you to therapy. While I’m sure there is a marketing manager at Genentech that’s proud of this effort this CRM program could have been done online to provide better resources. Continue reading