POST SUMMARY: If DTC marketers want their websites to be the “go to” source for health information they need to ensure that they have the latest health information.
I was talking to our research Director about some recent research findings and surprisingly one of the top line findings is that both consumers and physicians are not in any hurry to try new drugs just because they were newly approved by the FDA. Why ? Trust.
POST SUMMARY: Spending on cancer medicines represents less than 1 percent of all health care spending for all diseases —$25.9 billion out of $2,800 billion. Cancer medicines represent 20 percent of total spending on cancer care. But don’t let facts get in the way of a good media story.
POST SUMMARY: Grass roots marketing is not dead as Biogen gets MS patients and caregivers together for a talk on fighting MS with new medications. However, execution is hindered by a “dead link”.
POST SUMMARY: 32% of physicians said they cannot talk to reps, compared to 27% last year. Apply this limit to doctors in organized health systems, and the restrictions become even greater: 42% of doctors affiliated with integrated health networks say they are not allowed to see reps—a 17% increase since last year. Time for pharma to rethink reps?
POST SUMMARY: Developing an app may not the answer for DTC marketers who want to improve bottom line results. Apps require a lot of money to develop and most patients don’t want to be reminded that they have chronic health problems but there are opportunities for tose willing to blaze new trails NOW.
POST SUMMARY: Omnicom Media Group, the global media network that oversees more than $50 billion in annual ad spend for clients such as Apple, Starbucks, McDonald’s and Pepsi, is advising its clients to shift as much as 25% of their TV advertising budgets to online video. Will DTC marketers get the word or will we still be bombarded with drug commercials via the evening news?
POST SUMMARY: DTC advertising can still be effective in raising awareness of treatment options, but patients are gathering more information before making decisions.