DTC Planning in times of uncertainty

KEY TAKEAWAY: How do you plan a strategy for 2017 when there are so any changes coming to health care? Rather than having a weeks worth of meetings to discuss the business and political climate there are some things that DTC marketers can do to prepare for 2017. Here are some ideas that might help.

1ne: Plan on good, better, best scenarios. When setting a quantitative budget parameters plan for the least amount of dollars you have along with the maximum amount and have your agencies develop media plans for all three.

2wo: Use Nielsen BASES test market to determine the ROI’s of projected spend(s).  Nielsen can add a lot of credibility in trying to increase your budget as it will calculate your sales based on the data you input and yes, they have a model for Rx drugs.

3hree: Triggers.  A lot of brands use this method, but it does have shortcomings.  In this method dollars are released for DTC marketing based upon the brand hitting certain “triggers” like sales in one quarter, awareness or new Rx’s.  The downside is that agencies usually cannot develop and implement a quality program without weeks of planning.

4our: Enlist your agencies to help you in negotiations with internal budget influencers. They should provide you with clear and concise reasons why you need certain budget commitments at a certain time to implement a quality program.

Planning, in a lot of ways, is trying to predict the future of our environment and as recent events have shown that’s very hard to do.  It is essential, however, that you don’t spend money just for the sake of spending money as it will lead to poorly executed marketing.