- DTC marketing is not the reason why prescription drugs cost so much.
- DTC ads raise awareness around health conditions.
- DTC ads do NOT lead to unnecessary Rxs.
- The FDA needs to study what people do when they see a DTC ad.
QUICK READ: Metrics not only show you where you’re having success they clearly identify opportunities and where DTC marketers can use their budgets to drive brand objectives.
QUICK READ: It’s going to take a lot more than ads to get patients into their doctor to ask for prescription medication. Only a combined on and offline effort is going to work today and the message has to be so relevant and motivating that patients will risk going to their doctor to ask for the brand.
QUICK READ: The pandemic is changing healthcare rapidly and along with that change is going to be new patient attitudes about choosing healthcare treatments.
According to STAT “a drug advertising conference this week in Boston was packed with self-congratulatory sessions celebrating inspiring campaigns. But there was an undercurrent of unease about the prospect of a federal crackdown on pharma commercials”. Despite what you hear or read DTC advertising is not going anywhere.
KEY TAKEAWAY: A two minute story on the evening news about a new cancer drug doesn’t answer enough questions for people who may want to know more before meeting with their doctor. Biopharma companies need to set realistic expectations when it comes to new drugs and they need to be a credible source of medical information for patients, but all too often their websites are a billboard that says “ask your doctor about me”.