Today DTC marketers are often caught between the harsh reality of shrinking budgets and trying to prove to management that their marketing is driving sales.  The key challenge is to balance the needs & wants of your target audience with insights from research to ensure that what you are doing is in fact driving consumers to at least consider your brand as a treatment option.  As I showed with my work at Lilly you can both meet the needs of your audience and measure real results that managers want and need. Continue reading →

You can throw a lot of money into digital marketing but unless you acknowledge that people using “can find shit out” and know as much as you about your product you’re probably throwing a lot of money away.  It starts with transparency and the belief that people want to know more about the products they put in their bodies beyond what’s on the label.  They want to know “how will it affect my quality of life” and what are others saying about living with the health condition and medications side effects. Continue reading →