QUICK READ: DTC is going to be a bigger challenge now than ever before. You need to be able to quickly shift resources from one channel to another to increase your metrics. Be pearled to fail if you don’t listen and keep talking to your audience for feedback as well.
QUICK READ: The question that most DTC managers are going to be asked is “what happens if you cut your DTC budget by X%?”. That’s when you go back to your desk and, in a panic, call your agencies for help to justify your budget dollars. How much do you really need?
KEY SUMMARY: A large majority of Americans (82 percent) report seeing or hearing prescription drug advertisements, and 3 in 10 (28 percent) say they have talked with a doctor about the specific medicine they saw advertised. After talking to a doctor about a drug they saw, 15 percent of the public says the doctor recommended changes in their behavior or lifestyle, 14 percent say the doctor recommended a different prescription drug, 12 percent say they were given the drug they asked about, and 11 percent were instead recommended an over-the-counter option. Source: Kaiser Health Tracking Poll