KEY TAKEAWAY: Pharma agencies either have not communicated what effective reach and frequency is or DTC managers are spending money so they don’t lose it. Either way, what I learned in analyzing quantitative data is that people are tired of the same ads that are repeated over and over.
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KEY TAKEAWAY:Per STAT news “in 2016, the most recent year in which data are available, [inlinetweet prefix=”” tweeter=”” suffix=””]spending on drug ads reached an estimated $7.6 billion, counting both traditional and digital channels.[/inlinetweet] Most that money still goes to TV and print, the industry’s old stalwarts for reaching a mass audience”. Allergan pointed to the company’s historically large national TV advertising budget as an opportunity for cost-cutting. Will others follow? Continue reading
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. Continue reading
KEY TAKEAWAY: DTC marketers are continuing to allocate less to digital because they mistakenly believe that consumers, once they see a TV ad, are going to run to their doctor to ask for the product even though research shows TV ads are only 7% effective. Continue reading
KEY TAKEAWAY: According to FiercePharma, the pharma category is up 20% in TV spending so far, after increasing by 20% in 2015, according to the research note reported by Yahoo. Overall, TV ad spend increased by 6.4% and 5.3% in Q4 2015 and Q1 2016, respectively. Will pharma’s addiction to TV ever be broken? Continue reading
KEY TAKEAWAY: DTC marketers, perhaps misled by agencies, still allocate a vast majority of their DTC spend on TV while digital gets too little funding and thought. This is a further clue that DTC marketing is on a downward spiral. Continue reading