POST SUMMARY: DTC marketing has changed a little, but overall DTC marketers are still relying too much on outdated marketing tactics to reach consumers who are taking a more proactive approach in health care treatments.
POST SUMMARY: Amgen said it plans to reduce its global workforce by 12% to 15% and close facilities in two states as part of a restructuring that aims to focus resources on developing new drugs. In an industry where layoffs have become the norm one has to wonder if “the right people” are being let go vs. the pharma lifers who continue to hang on to paychecks.
POST SUMMARY: Consumers today are not going to make a healthcare decision based on any one piece of advertising or information. Healthcare decisions are made by collecting information, mostly online, and listening to physicians who patients feel are still the best sources of health recommendations.
POST SUMMARY: It was suggested, in a recent survey, that the primary reason people are leaving the industry is because of compensation, but my informal survey among those currently inside the industry and those that have left indicates a wider, more serious problem.
POST SUMMARY: The news this week that more than half of all biopharma employees are looking to leave the industry should be a wake-up call for senior managers, but it may be too late as both digital and DTC pharma marketing continue to struggle to transform the organization from “big pharma” mindset to operating with a sense of urgency with a focus more on patients.
At its annual shindig in Chicago, physicians in the American Osteopathic Association over the weekend agreed to warn patients that health apps and websites are no substitute for a visit to the doctor.
Employees in the U.S. biotech and pharma industries express significant interest in accepting or seeking out a new employment offer, according to a new Randstad Pharma Engagement Study. The study reveals that within the next six months one-half (51%) of biotech/pharma workers are likely to seek out a job in a different company or organization, as compared to 38 percent of all employees polled. Furthermore, should they receive an enticing job offer from another company, 66 percent of biotech/pharma employees are likely to accept, compared to 44 percent of all employees polled.
POST SUMMARY: Unless pharma marketers are willing to take risks and transform outdated business models and processes DTC marketing could be headed in the same direction as the dinosaur.