QUICK READ: It’s apparent that getting patients back to their doctor is going to be a huge challenge for DTC marketers. Pharma needs to develop a consistent message that motivates patients back into their doctor’s offices.
Patients
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”.