KEY TAKEAWAY: DTC marketers, perhaps misled by agencies, still allocate a vast majority of their DTC spend on TV while digital gets too little funding and thought. This is a further clue that DTC marketing is on a downward spiral.
The chart above is a clear indication of the stupidity of most DTC marketers. They still believe that consumers are going to see an ad and run to their doctor to ask for their product. There are none so blind as those that refuse to see.
I’m not saying that online ads are the answer as their performance is being questioned because of ad blockers and bots. What I am saying is that TV can drive awareness, but the Internet drives conversion. You need to think like patients and ask “what can we do/say at the key decision point to drive conversion”. Repetitive TV ads only annoy viewers they don’t drive patients to the doctor, especially when the potential side effects are “death”.
Again and again I keep seeing digital budgets getting axed at the expense of TV and high agency fees. Going on location can cost a small fortune, especially when pharma and agency people feel they need to be there (small vacation). I have seen on location shoots coupled with fancy dinners at four-star restaurants while on location as marketers and agency people pat themselves on the back. One day pharma will wake up…