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%.
SUMMARY: Your product website is a window between your brand and target audience. You might not be able to talk to one another, but what your audience does behind that window can tell you a lot about how they’re thinking about your brand.
OPENING: Online health seekers decide whether to stay on your website within the first five seconds of landing on your homepage. They decide if your site addresses their questions after looking at 1.24 pages. Here are what I found in over two years of research with online health seekers.
SUMMARY: The LinkedIn team had a unique take on measuring ROI. “77% of marketers measure ROI within the first month of their campaign, knowingly trying to “prove ROI in a shorter amount of time than their typical sales cycle., while only 4% of marketers even measure ROI over a six-month period or longer.” So how should DTC marketers really measure ROI?
SUMMARY: Among US adults who looked for health information and used the internet for their most recent search, the percentage who reported accessing health information without frustration was stable during the study period (from 37.2% in 2008 to 38.5% in 2017). The percentage of online health information seekers reporting easily accessing health information did not meet the HP2020 objective. Continued efforts are needed to enable easy access to online health information among diverse populations. (Source: Public Health Reports)
SUMMARY: Digital marketing is not a tactic. It’s a mindset. With the changes to healthcare on the horizon, the time has come to start building digital capabilities in all areas of company functions.