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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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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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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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
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
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
