SUMMARY: TV doesn’t make sense for smaller and older patient populations. DTC marketers should be thinking digital and aligning execution with their needs.
SUMMARY: Both emergency room visits and doctors’ visits are down by about half because people are putting off treatment for medical emergencies due to fears of contracting COVID-19. How is pharma going to get patients back into to ask their doctor about branded medications?
SUMMARY: Social media continues to be used by online health seekers, but there is also a high level of health misinformation. Using social media for DTC can be effective if you have a story to tell in short messages. Still, DTC marketers should be aware of what’s being said around certain health conditions via social media.
HERE’S THE PITCH: Guidelines surrounding effective frequency are different by every advertised product. For pharma products, effective frequency is, for example, the frequency at which someone is going to go online to learn more about your product. TV alone is not going to sell your product. You need to invest in digital marketing too.
QUICK IDEA: Ask any cancer patients how they feel when they hear the word “chemotherapy” and you’re likely to hear a lot of negativity. BMS knows this which is why they are advertising “chemo-free” treatment on Twitter.
QUICK READ: Middlemen in the programmatic industry still eat up about half of the dollar. It’s about the same number as was reported five years ago in a different study. What’s even worse is that 15% of budget disappears into what apparently is the first known manmade black hole. This, along with as fraud is wasting a lot of pharma online ad money.
QUICK READ: The Federal Drug Administration’s Office of Prescription Drug Promotion (OPDP) on Wednesday issued the first warning letter specific to paid-search ads since 2014. The FDA said that the search results did not include any fair balance. This is an example of how out of date the FDA’s Office of Prescription Drug Promotion (OPDP) really is.
- DTC ads, especially on TV, are ineffective in driving new Rx’s.
- DTC still has a use but ads, alone, are not to lead to patients asking for a brand.
- Digital has to be deeply integrated into DTC marketing.
- TV dollars need to be reallocated to digital (pull).