So what should DTC marketers be focusing on?

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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).

DTC conferences are a waste of time

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DTC conferences are a waste of time and don’t acknowledge the rapid changes of online health seekers.
Patients don’t ask about new drugs because of DTC.
Too much money is being allocated to TV.
Websites are being ignored.

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The U.S. spends more on health care as a share of the economy — nearly twice as much as the average OECD country — yet has the lowest life expectancy and highest suicide rates among the 11 nations.
The U.S. has the highest chronic disease burden and an obesity rate that is two times higher than the OECD average.
Compared to peer nations, the U.S. has among the highest number of hospitalizations from preventable causes and the highest rate of avoidable deaths.

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More people are managing their own health because our healthcare system is not focused on people.
Wellness is becoming more important.
Big companies will continue to invest in healthcare initiatives to cut costs and take steps to change a flawed system.
Pharma marketing will be surpassed by new approaches to healthcare.

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The global cost of mental illness through lost productivity, absences and staff turnover is estimated to be around $2.5tn annually.
While some companies are adding wellness programs measurement effectiveness is lacking.
Despite strong data supporting the effectiveness of wellness initiatives, a recent survey by Employee Benefits News (EBN) of 245 benefits managers, administrators and human resources professionals, reported that only 44% of respondents are currently running one.
Every dollar invested in the intervention yielded $6 in healthcare savings.

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In the past, DTC ads were meant to drive new Rx’s but today the path between awareness and action has become more difficult.
DTC needs to be implemented by the unique characteristics of each health condition.
Testing TV messages may be a waste of time and money.
DTC needs constant measurement with effective reach a must.

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Today’s healthcare providers have their fingers on the pulse of retail real estate and are swooping in to transform store space into exam and procedural rooms.
The number of mall-based medical clinics has increased by almost 60% from 2017 to 2019, CNN reports, in the same period leases for clothing retailers have declined by more than 10%.
According to a report by The Advisory Board, outpatient visits are expected to increase by 58.6% by 2028. Because outpatient procedures generally require a quick turnaround, they need to be easy to access, like in a shopping center.

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