Another TED talk on the evils of prescription drug marketing was filled with misinformation as usual. Today consumers don’t run to their doctor after seeing a DTC ad, they do their research, and in some cases, the ads actually help them identify potential health problems.
- More people are managing their own health because our healthcare system is not focused on people.
- Wellness is becoming more important.
- Big companies will continue to invest in healthcare initiatives to cut costs and take steps to change a flawed system.
- Pharma marketing will be surpassed by new approaches to healthcare.
- In the past, DTC ads were meant to drive new Rx’s but today the path between awareness and action has become more difficult.
- DTC needs to be implemented by the unique characteristics of each health condition.
- Testing TV messages may be a waste of time and money.
- DTC needs constant measurement with effective reach a must.
- DTC TV ad spending is flat and probably will be declining in 2020.
- Various research concludes that TV, alone, does not drive new Rx’s.
- Pharma product websites continue to be underutilized.
- TV ads, in general, are ineffective in driving demand for products.
IN SUMMARY: Proponents of DTC advertising argue that advertisements can raise awareness about treatments and health conditions, though others say that DTC advertising can lead to overprescribing. However, the authors of a recent study found that information seeking behavior following exposure to DTC advertising. Some of these studies associated information seeking more strongly with patients with chronic conditions and those with a more positive view of DTC advertising.
IN SUMMARY: Physicians continue to push pharma companies to discontinue DTC marketing but is it better or worse for patients?
KEY TAKEAWAY : McKinsey says: “Patients are becoming more than just passive recipients of therapies. “Healthcare will be driven much more by consumers than physicians, with patients increasingly coming to their doctors with more information, parameters they measured at home, and an informed opinion about how they should be treated,” says Dr. Bertalan Mesko, medical futurist and author of My Health: Upgraded”. How is pharma using this to leverage DTC?