KEY TAKEAWAY: ROI driven strategies can be in direct competition with patient needs and wants and erode trust pharma companies even further. By executing a DTC strategy that is more focused on helping and listening pharma can slowly begin the journey to reestablish trust with its customers.
ROI
POST SUMMARY: In 2014, Express Scripts knocked 48 branded drugs off of its formulary, and it upped this number to 66 for 2015. The model of high drug prices could be in trouble which could lead to more cuts in DTC marketing.