HERE”S THE DEAL: Determining how much to spend for the launch of a new drug is a challenge we all face and you have to be ready to shift funds from channels that are failing to provide the lift in brand awareness to channels that hit the bullseye on your objectives.
IN SUMMARY: Launching a new drug in today’s challenging market can be tough. Your first objective, when it comes to DTC marketing should be to reach your target micro-segments with relevant messages. Today, one message for all segments doesn’t work. More emphasis on digital that works and less emphasis on mass channels.