KEY TAKEAWAY: In a test of two markets for a new diabetes drug the market with TV, in the overall mix, scored higher in awareness of our target audience. Our…
Tag: TV ads
DTC TV ads: Are they effective?
KEY TAKEAWAY: DTC TV ads are effective in driving awareness of new Rx products, but to sustain growth marketers need to think multi-channel and measure key product messages with their…
DTC spending on TV is “living in the past”
KEY TAKEAWAY: DTC marketers who allocate the biggest part of their DTC budget to TV are living in the past and don’t understand how consumers are making healthcare decisions.