LEAD-IN: “What is the reason to believe?”. It seems like a simple question, doesn’t it yet? In today’s micro-segmented audience environment, it’s often hard to come up with one reason that might resonate with everyone in your target audience.
- People are going online more and more to sarch for health information after seeing a DTC pharma TV spot.
- Pharma websites are not consdiered a top resource for infromation on new products.
- Cost is not that big of an issue for people who have health insurance.
- It’s more about weighing the benefit against the potential side effects.
- TV spots are the number one way people learn about new pharma products.
- DTC marketing is not the reason why prescription drugs cost so much.
- DTC ads raise awareness around health conditions.
- DTC ads do NOT lead to unnecessary Rxs.
- The FDA needs to study what people do when they see a DTC ad.
- According to the NEJM “in participants with overweight or obesity, 2.4 mg of semaglutide once weekly plus lifestyle intervention was associated with sustained, clinically relevant reduction in body weight”.
- In the clinical study, participants were enrolled in an “intensive” behavioral study with 8 weeks low-calorie diet.
- Yet the media has led with “diabetes drug leads to major weight loss”.
- Will doctors inform patients?
- Google has vowed to block cookies completely on its Chrome browser, which is used by around 70 percent of the world’s desktop computer owners, by the beginning of 2022.
- Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads. If that’s not bad enough, 60% of the clicks are reported to be mistakes.
- In one test, data bought from a data broker was able to correctly intuit the sex of an individual 43% of the time. A cat flipping a coin would be right 50% of the time.
- According to Nielsen traditional TV viewing (over-the-air and cable) account for about 2/3 of all TV viewing and streaming accounts for only about 25%. The rest of TV time is used for gaming. Despite all the hype about Netflix, it accounts for about 2% of TV viewing.
- Winston Churchill once said, “However beautiful the strategy, you should occasionally look at the results.
- Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads.
- 60% of the clicks are reported to be mistakes.
- You are more likely to complete Navy Seal training than click on a banner ad. According to research company Lumen, only 9% of banner ads are even noticed for a second.
- Studies show that CTRs have little to no correlation to ad effectiveness, yet it is still the most widely utilized measurement (or Key Performance Indicator, in ad jargon) of online advertising performance.
Source: Bob Hoffman
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.