KEY POINTS:

  • Winston Churchill once said, “However beautiful the strategy, you should occasionally look at the results.
  • Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads.
  •  60% of the clicks are reported to be mistakes.
  • You are more likely to complete Navy Seal training than click on a banner ad. According to research company Lumen, only 9% of banner ads are even noticed for a second.
  • Studies show that CTRs have little to no correlation to ad effectiveness, yet it is still the most widely utilized measurement (or Key Performance Indicator, in ad jargon) of online advertising performance.

Source: Bob Hoffman

<strong>DTC</strong> Managers guide to online ads

Key Points:

  • Trust in the CDC and FDA has decreased dramatically during the COVID-19 pandemic among health care professionals, according to a new WebMD/Medscape poll.
  • Out of nearly 450 U.S. doctors surveyed in the same time period, 77% said their trust in the CDC has decreased and 48% said their trust in the FDA has decreased.
  • Health care professionals have been critical of these agencies’ decisions during the pandemic, with some concerned that their work has been politicized and now with advisory panel members resigning as a result of the terrible decision to approve Biogen’s drug you can bet that HCPs are going o want to see a lot more clinical data.
Your <strong>HCP</strong> marketing just became harder, a lot harder

SUMMARY: Several online providers promise that they can reach physicians with your message, but I would argue that numbers are only important if they can be measured against key brand objectives. Ask your target audience what THEY use and how they use it to understand each platform’s relevance.

Using the Internet to reach doctors, numbers don’t matter. What you have to say and how you say are more important.

SUMMARY: The approval of Biogen’s Alzheimer’s drug, after its advisory panel turned it down, begs the Inspector General to open an investigation into the FDA. Biogen’s $56,000 drug is proof that it was never about the science; it’s about a lifesaver for a sinking company. In the meantime, caregivers are going to put their hope in a drug that doesn’t work and in garbage science with cherry-picked data.

A sad day for us all as the <strong>FDA</strong> continues to lose credibility

SUMMARY: One area where Republicans and Democrats agree is that drug pricing is out of control. Retail price increases for widely used brand name prescription drugs consistently exceeded the rate of general inflation between 2006 and 2020. In 2020, retail prices for 260 brand-name prescription drugs widely used by older adults increased by an average of 2.9 percent. In contrast, the general inflation rate was 1.3 percent over the same period. The US Federal Trade Commission is taking a more aggressive antitrust approach as eight US antitrust bills targeting the pharmaceutical industry have been recently introduced.

The perfect storm is coming for pharma

SUMMARY: Obesity has many causes, and while we would like to think the answer is as easy as people exercising more and eating less, it isn’t that simple. There is disagreement whether obesity is really considered a disease or a behavioral risk factor, similar to smoking, alcohol, and substance abuse that may lead to disease. Obesity is a multifactorial disease in which environmental conditions and several genes play an important role in developing this disease. Obesity is associated with neurodegenerative diseases (Alzheimer’s, Parkinson’s, and Huntington diseases) and neurodevelopmental diseases (autism disorder, schizophrenia, and fragile X syndrome). Some of the environmental conditions that lead to obesity are physical activity, alcohol consumption, socioeconomic status, parent feeding behavior, and diet.

Obesity represents a catastrophic failure of government policy, public health, and medicine

IN SHORT: Out-of-control health care spending exact an enormous and growing toll on Americans. The scale of the broken US health care system reveals itself in tragic ways. Fraud accounts for about $300 billion of annual US health care spending. Many employers no longer try to contain health care spending, but many more are fighting back. The Future of Health Care is Local, Open, and Independent

The Future of Health Care