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.
KEY TAKEAWAY: When it comes to prescribing medications for patients, physicians say overwhelmingly that “insurers dictate what to prescribe” and patients are caught in the middle even when they request a certain branded medication.
KEY TAKEAWAY: In a test of two markets for a new diabetes drug the market with TV, in the overall mix, scored higher in awareness of our target audience. Our conclusion was that DTC, via TV, is essential for awareness of new products.
KEY TAKEAWAY: The current model of DTC marketing is unsustainable. If DTC marketers continue to use the current outdated model and spend most of their budgets on TV they are going to be spending more time trying to justify marketing dollars while business objectives may or may not be met.
There are so many challenges facing DTC marketers right now including shrinking budgets and diversification of media that you have to wonder if there is enough talent to really break DTC marketing out of this funk. The priorities for pharma companies are to both reduce costs and to increase the effectiveness of all marketing programs. However is pharma it’s own worst enemy when it comes to embracing empowered health consumers and will antiquated processes and thinking limit DTC marketing ?
KEY TAKEAWAY: Whenever someone from an agency tells you that a DTC campaign generated an ROI of 6:1 my advice is to look hard at both how they calculated the ROI and how much their program actually contributed to the ROI of the ads.