KEY TAKEAWAY: Dynamic content enabled websites
Dynamic content offers pharma a great opportunity but..
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Health insurance too profitable while employees struggle
KEY SUMMARY: For years, businesses have responded to rising health care costs primarily by shifting more of those costs onto their employees, through higher deductibles and other cost-sharing. The average deductible is now 212% higher than it was in 2008. Employers cover more people than any other insurer and account for about 20% of all health care spending — almost $700 billion in 2017. With rising, costs companies may decide to form their own health insurance organizations.
Continue readingWhen it comes to digital, pharma leaving opportunities on the table
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.
Continue readingPeople are getting tired of the same DTC TV ads
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.
Continue readingBig pharma: its own worst enemy
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.
Continue readingDrug pricing ads: A pharma PR nightmare
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.
Continue readingStop blaming pharma for your bad habits
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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