KEY TAKEAWAY: “Two things are infinite: the universe and human stupidity; and I’m not sure about the universe” said Albert Einstein. I’m beginning to think that can be applied to the FDA when it comes to DTC ads. Studying animation in DTC ads? At a time when DTC ads are under attack the FDA should be reassuring attackers that DTC ads benefit consumers and doesn’t lead to patients requesting unnecessary prescriptions.
KEY TAKEAWAY: The distance between “awareness” of a health condition/new prescription drug and actually requesting an Rx for that product is increasing due to low trust in pharma, the ACA and insurers who are dictating which treatments are reimbursed.
KEY TAKEAWAY: Marketing interventions from biopharm companies are not driving people to request medications for several reasons. It’s time to move from marketing via interruption to helping people solve health problems.
KEY TAKEAWAY: DTC marketing has to evolve beyond TV spots and a product website to be effective because patients have too many treatment choices and aren’t scheduling appointments with doctors just to ask for an Rx.