understanding-low-testosterone-4504According to today’s Times “The market for testosterone gels evolved because there is an appetite among men and because there is advertising,” said Dr. Joel Finkelstein, an associate professor at Harvard Medical School who is studying male hormone changes with aging. “The problem is that no one has proved that it works and we don’t know the risks.”  Many experts say that pharmaceutical advertising promotes excessive and inappropriate drug use by convincing patients that they are ill — or have a more serious condition than is genuinely the case — and need medicine to treat it. While television viewers are barraged with advertising warning men they may have “low T,” Dr. Finkelstein said, “There is no such disease.”

imagesI never thought I would say this but pharma maybe putting too much emphasis on digital.  Before you drop your coffee let me explain… The report from Compas released yesterday clearly showed the best way to reach physicians is with an integrated channel approach using digital and off-line channels.  But what about patients and consumers? My thoughts are that the same thinking is needed along with an in depth understanding of each disease state psychographics.