OPENING: DTC marketers have relied too much on TV advertising. Despite data that shows that people are watching more TV than usual during the pandemic, there has been an overall and steady decline in traditional TV viewing in the past few years. Just 59% of US consumers watched traditional TV on a weekly basis in 2020, compared to 83% who did so in 2017. New ways to reach consumers need to be explored.

When it comes to marketing, especially DTC marketing, I read everything I can get my hands on so I can better understand the challenges facing the industry. This much is certain; the drug industry is facing a huge challenge to keep DTC marketing relevant.  The challenge is not only in reaching consumers and providing them with the information they need to make a decision, it’s also innovation within the company so that new marketing initiatives can be implemented.