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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 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- DTC TV ad spending is flat and probably will be declining in 2020.
- Various research concludes that TV, alone, does not drive new Rx’s.
- Pharma product websites continue to be underutilized.
- TV ads, in general, are ineffective in driving demand for products.