KEY TAKEAWAY: While patients are going online to research new drugs and treatments, pharma websites are becoming a less important part of the decision making. DTC marketers need to focus more on digital and less on TV.
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KEY TAKEAWAY: Pharma agencies either have not communicated what effective reach and frequency is or DTC managers are spending money so they don’t lose it. Either way, what I learned in analyzing quantitative data is that people are tired of the same ads that are repeated over and over.
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KEY TAKEAWAY: As big pharma gets bigger, the one challenge they have mastered is the reduction in administrative burdens they place on managers and employees.
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KEY TAKEAWAY: Drug pricing in pharma DTC ads is not going to affect the prices of drugs. The list price doesn’t mean a damn thing to patients who have any health insurance. However, a lawsuit against pricing in ads is going to a PR nightmare for pharma companies.
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KEY SUMMARY: The idea that pharma “likes to keep people sick” is an excuse for poor lifestyle choices. The percentage of people who are overweight or obese soared from 22 percent in 1994 to 42 percent in 2016, nearly doubling. Obesity impacts where consumers spend their money. An individual with a body mass index (BMI) that’s considered “obese” spends 42 percent more on direct health care costs than adults who are a healthy weight.
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KEY IDEA: Online metrics can paint an important picture for DTC marketers but either brand teams don’t have the headcount to adequately leverage insights or they are too focused on TV.
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KEY TAKEAWAY: Online health seekers feel overwhelmed with the quantity of online health information and often don’t know who to trust on social media to help them make informed and educated decisions. Pharma websites are often a stop on the search but don’t have enough information to help online health seekers make a final decision.
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