World of DTC Marketing

HCPs use of digital

World of DTC Marketing

SUMMARY: 62% of HCPs spend 3 hours per day accessing digtal resources. More HCPs chose to use smartphones to access digital resources as well and usage has increased when accessing a wide variety of professional content.

How to choose the right digital agency

World of DTC Marketing

INTRODUCTION: One of the most important factors in your digital initiatives’ success, or failure, is the agency you choose. A lot of agencies are competing for our business.

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Blaming the anti-vaxxers is not the answer

World of DTC Marketing

SUMMARY: Anti-vaxxers are vocal, and the media amplify their voices. There are many reasons why people aren’t getting vaccinated. We need more data to understand why. Republican extremism is part of the problem, but so is the lack of education.

Even on social media “listen to the doctor”

World of DTC Marketing

SUMMARY : People are anxious because of the resurgence of COVID. Unfortunately, there is a lot of false and bad information online. To get accurate information, follow one of the many physicians online. They can provide answers based on science and their experience.

Is pharma hiring the right people?

World of DTC Marketing

SUMMARY: Older, more experienced employees are being shoved aside in favor of more inexperienced ones. The culture within pharma is driving people away, including new hires. More and more meetings are based on ROI, not the voice of the patient.

Is it time for vaccination mandates?

World of DTC Marketing

SUMMARY: 99 percent of covid-19 deaths in June were among the unvaccinated. 29 percent of Americans said they were unlikely to get vaccinated — up from 24 percent three months earlier.

Who do you trust? The FDA vs. Pfizer

World of DTC Marketing

SUMMARY: Pfizer says it has data on waning immunity from their COVID vaccine. The FDA and CDC say “not so fast.” ” Booster shots could bring billions in revenue to Pfizer and Moderna. The media is using scare headlines and is not always presenting accurate stories.

Online health seekers after the pandemic

World of DTC Marketing

SUMMARY: Online health seeker numbers are still very high, indicating that people are doing their research first before asking for a prescription drug. Online health seekers trust pharma products but find product websites hard to read and inconsistent with their needs.

Change of leadership is needed badly at the FDA and CDC

World of DTC Marketing

SUMMARY: It’s almost impossible for the average person to get accurate and reliable information from the media. Even vaccine booster shots are being debated by HCPs and Pfizer. We need to follow the science. Physiican trust in the FDA is decling as well.

Three ways to combat stress in a remote working healthcare team

World of DTC Marketing

The pandemic has been uniquely stressful for healthcare teams. With some parts of the sector shifting to remote work, that stress tended to build, having a real impact on mental health.

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COVID-19: Some ignored facts

World of DTC Marketing

QUICK THOUGHT: People believe the COVID-19 vaccine was developed in less than a year but that’s not true. Coronaviruses were first encountered in April 1930, when a strange respiratory disease ravaged poultry farms across North Dakota and Minnesota, killing tens of thousands of baby birds.

The debate on DTC marketing is going to heat up again

World of DTC Marketing

SUMMARY: DTC marketing is not the reason why prescription drugs cost so much. DTC ads raise awareness around health conditions. DTC ads do NOT lead to unnecessary Rxs. The FDA needs to study what people do when they see a DTC ad.

Social media and prescription drugs: A study

World of DTC Marketing

QUICK READ: A two-month analysis of social media and prescription drugs found the number one reason online health seekers use social media is to share and ask questions about medication side effects. I also found an abundance of medication misinformation based on personal experiences and hearsay.

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What DTC marketers can learn from people who refuse a COVID vaccination

World of DTC Marketing

SUMMARY: Even though the Delta variant of COVID is highly contagious, people are still choosing not to get vaccinated. Concerns about safety, fear of unknown side effects, and misinformation about COVID-19 are some reasons why people may not accept the vaccine.

Drug companies know how to play the FDA drug approval process

World of DTC Marketing

SUMMARY: The FDA has many puzzled as to why they approve some drugs with questionable data and ask for more data on other drugs. The FDA approves drugs on the potential to save a life, the cost of the drugs is never considered in the process.

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There is some really bad DTC on TV

World of DTC Marketing

SUMMARY: TV continues to be the dominant channel for DTC advertising. Some of the TV spots for drugs are horrible, and some products should even be on TV because of terrible fair balance. TV ads only drive awareness as the first step for online health seekers.

Are Biogen employees drinking the Kool-Aid?

World of DTC Marketing

SUMMARY: The debate around Biogen’s Alzheimer’s drug continues to rage. The clinical evidence supporting the approval of the drug is at best “weak.” ” How could the FDA approve a drug with such poor clinical data?

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Help Wanted: Pharma CEO who is a leader

World of DTC Marketing

SUMMARY: Leadership is the ability to influence or guide others. Too many pharma CEOs are bad leaders because they fear failure, losing power, and focus too much on metrics not important to the rank and file.

Biogen is in deep trouble and may not survive

World of DTC Marketing

SUMMARY: The Committee on Oversight and Reform and the Committee on Energy and Commerce is investigating the approval process for Biogen’s new Alzheimer’s drug.

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The REAL threats to DTC advertising

World of DTC Marketing

SUMMARY: There is a talent drain at the agency and DTC levels. More experienced DTC people are being forced to retire. TV still gets the biggest share of DTC budgets, but they don’t drive brand objectives. Talented marketers don’t want a career in pharma because of the culture.

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Um, about that diabetes drug that helped patients lose weight

World of DTC Marketing

SUMMARY: According to the NEJM “in participants with overweight or obesity, 2.4

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Why TV will continue to be the first choice for DTC

World of DTC Marketing

SKIMMERS SUMMARY: Google has vowed to block cookies completely on its Chrome browser, which is used by around 70 percent of the world’s desktop computer owners, by the beginning of 2022. Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served.

Personal responsibility in the obesity epidemic

World of DTC Marketing

SUMMARY: The U.S. is one of the wealthiest countries in the world and accordingly has high obesity rates; one-third of the population has obesity plus another third is overweight. The cost of doing nothing is not an option.

A sad day for us all as the FDA continues to lose credibility

World of DTC Marketing

SUMMARY: The approval of Biogen’s Alzheimer’s drug, after its advisory panel turned it down, begs the Inspector General to open an investigation into the FDA. Biogen’s $56,000 drug is proof that it was never about the science; it’s about a lifesaver for a sinking company.

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Novo’s obesity drug has serious warnings and barriers to overcome

World of DTC Marketing

SUMMARY: The media headlines promise weight loss for diabetes patients, but Norvo’s new drug is in the same class as other drugs and carries many warnings.

Telehealth use drops as hype expires

World of DTC Marketing

QUICK POINTS: Telemedicine claims as a proportion of all commercial health insurance claims decreased by 5.1% nationwide from February to March, after a steeper decline of 15.7% from January to February as vaccination efforts increased and COVID-19 increased. Cases declined as a result.

GAO Report on DTC/Medicare spending flawed

World of DTC Marketing

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The Future of Health Care

World of DTC Marketing

IN SHORT : Out-of-control health care spending exact an enormous and growing toll on Americans. The scale of the broken US health care system reveals itself in tragic ways. Fraud accounts for about $300 billion of annual US health care spending.

Disruption my ass! Tech companies want healthcare dollars

World of DTC Marketing

SUMMARY: Amazon has set its sights on healthcare as it smells another profit opportunity.

Obesity represents a catastrophic failure of government policy, public health, and medicine

World of DTC Marketing

SUMMARY: Obesity has many causes, and while we would like to think the answer is as easy as people exercising more and eating less, it isn’t that simple.

Your HCP marketing just became harder, a lot harder

World of DTC Marketing

Key Points: Trust in the CDC and FDA has decreased dramatically during the COVID-19 pandemic among health care professionals, according to a new WebMD/Medscape poll. Out of nearly 450 U.S.

Prescription drug prices are out of cotrol

World of DTC Marketing

KEY POINTS: About three in ten adults report not taking their medicines as prescribed at some point in the past year because of the cost.

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The waiver on COVID vaccine patents is not about the vaccine

World of DTC Marketing

IT’S FRIDAY: The Biden administration’s decision to support a temporary waiver of Covid-19 vaccine patents prompted instant and false outrage in pharma. Pharma is afraid the move could compromise future drug profits, so they need to fight hard now to ensure it doesn’t happen again.

The perfect storm is coming for pharma

World of DTC Marketing

SUMMARY: One area where Republicans and Democrats agree is that drug pricing is out of control. Retail price increases for widely used brand name prescription drugs consistently exceeded the rate of general inflation between 2006 and 2020.

Web analytics should tell a story

World of DTC Marketing

IN SUMMARY: Web analytics really has nothing to do with numbers. They have everything to do with what the numbers are telling you about your audience and messaging. DTC marketers need to get out of the mindset of using raw numbers and ask their web analytics people for insights instead.

DTC Managers guide to online ads

World of DTC Marketing

KEY POINTS: Winston Churchill once said, “However beautiful the strategy, you should occasionally look at the results. Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served.

The “business” of the pharma media

World of DTC Marketing

SUMMARY: The pharmaceutical trade publications, except STAT News and Endpoints, have remained silent on the sham approval of Biogen’s Alzheimer’s drug. Pharma trade magazines have become irrelevant, and most could care less what they print, although they try to suck up with phony awards.

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Another reason change is needed at FDA? Fair balance

World of DTC Marketing

SUMMARY: Consumers don’t real pay attention to fair balance in TV ads. Pharma TV ads drive people online to search for more information. Safety pages on Pharma product websites continue to have high utility. Only requirement in TV ads should be for “boxed” products.

Biogen’s Alzheimer’s drug: What’s the price tag on hope?

World of DTC Marketing

SUMMARY: The FDA is coming under intense pressure to approve Biogen’s Alzheimer’s drug, but Aaron S. Kesselheim, a professor of medicine at Harvard Medical School via the Washington Post , says “the worst thing for people with Alzheimer’s would be to put out a product that doesn’t work.”

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Pharma’s return on R&D is in trouble

World of DTC Marketing

SUMMARY: You can’t make people work for money alone, you starve their souls when you try it, and you can starve a company to death the same way. Yet today’s pharma CEOs are focused on one thing: shareholder return and profits.

The FDA and Aduhelm: WTF?

World of DTC Marketing

SKIMMERS SUMMARY: Jefferies analysts found doctors have shown strong interest in prescribing Aduhelm for about 35% of early-stage Alzheimer’s patients with mild cognitive impairment after surveying 50 U.S. neurologists or psychiatrists currently treating about 12,000 Alzheimer’s patients.

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Consumers fall into three COVID-19 vaccine adoption segments

World of DTC Marketing

(Mckinsey) Much of the prevailing market research on COVID-19 vaccination frames sentiment as “likely,” “unlikely,” or “neutral.”

Communicating with HCPs via email

World of DTC Marketing

SUMMARY: Doctors said they were dissatisfied were marketing emails (46%), telephone sales calls with sales reps (42%), and both webinars and websites (each at 39%) from pharma companies, according to Indegene. That should, however, not discourage the use of email to HCPs.