World of DTC Marketing

Health misinformation online abounds

World of DTC Marketing

SUMMARY : In a 2019 Pew Research Center poll, more Americans said they consider made-up news a bigger problem than terrorism, illegal immigration, racism, and sexism. And 68% said disinformation greatly impacts people’s confidence in government institutions.

My thoughts this Thanksgiving

World of DTC Marketing

SUMMARY: This Thanksgiving, my thoughts turn to families who are going to have an empty seat at the table because of COVID-19. Over 2100 people died from COVID-19 yesterday as the void in leadership continues.

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Optimism on Pfizer COVID vaccine is unwarranted

World of DTC Marketing

SUMMARY : Pfizer’s 90 percent effectiveness is very impressive, but the rate is based on a relatively small number of people and the data has not been peer-reviewed but today headlines rule the news, not content.

Pfizer’s ad first step in restoring trust

World of DTC Marketing

SUMMARY: Pfizer’s ad in newspapers around the U.S. shows that they are ready to lead the fight against COVID-19 and in the process establish that their vaccine is safe and has been well tested. Pfizer ran an ad today that is superb.

Pharma’s golden handcuffs

World of DTC Marketing

People who stay with a company just because of their salary and benefits are not the kind of people that are needed to make the leap from good to great.

The Covid-19 vaccine numbers game

World of DTC Marketing

SUMMARY: The numbers game for COVOD-19 vaccine makers has started but what most of the public, and the media, don’t understand is that the preliminary numbers don’t mean a damn thing until they are peer-reviewed.

Social media and DTC

World of DTC Marketing

SUMMARY: Social media continues to be used by online health seekers, but there is also a high level of health misinformation. Using social media for DTC can be effective if you have a story to tell in short messages.

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Leaders must make their organizations and the world better

World of DTC Marketing

SUMMARY: Leaders have a duty to make their companies stronger and help make the world a better place. Leadership is crucial in providing a unified vision. Pharma CEO’s shouldn’t believe that their products, alone, will help make the world a stronger place. People want and need more.

It’s time to rethink the pharma website

World of DTC Marketing

SUMMARY : Searching for online health information has become more complicated and is often wrought with bad health information. Pharma product websites need to evolve and become a credible source of inline health information for people who are often lost in bad information online.

Hope is not a reason to approve a drug

World of DTC Marketing

GOOD MORNING: The future of Biogen’s potential blockbuster Alzheimer’s treatment was thrown back into doubt on Friday when an unusually combative scientific panel contradicted the positive conclusions of staff at the US drug regulator.

Pharma still doesn’t understand transparency

World of DTC Marketing

As development towards a COVID-19 vaccine continue so do the number of people who have said they won’t get vaccinated. The only way to get people on board with a vaccination is complete transparency about the product yet both J&J and Pfizer remain silent.

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Pharma managers too far removed from patients

World of DTC Marketing

As people move up the pharma ladder, their work often revolves around internal management issues, training, and endless meetings to motivate their employees rather than focus on patients. Pharma likes to believe its own propaganda that everything they do is patient-focused, but that’s a canard.

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.

Misinformation and confusion: Online health seekers

World of DTC Marketing

THE SHORT : The confusion around the Presidential election, which is ongoing at the time of this post, has a lot of similarities with online health information.

Big, bureaucratic pharma

World of DTC Marketing

SUMMARY: Big pharma is still using outdated bureaucratic processes for everything from hiring to implementing marketing tactics to the point the industry is becoming more bloated. Unless employees challenge the status quo, DTC marketing will continue down a path to irrelevance.

American health is in for a “world of hurt”

World of DTC Marketing

Cardiovascular disease deaths in the US have increased by nearly 17% since 2010, and are among the reasons that life expectancy in the U.S. is lower than in other high-income countries. The U.S.

Wego health’s self-serving survey

World of DTC Marketing

SUMMARY: Patient influencers trust social media groups more than pharma websites for health information, according to a survey from Wego Health. Imagine a survey like this from a company that specializes in patient influencers.

Unfair balance

World of DTC Marketing

WHAT’S UP? : It’s time to admit that the FDA is completely out of touch regarding DTC advertising. Fair balance is not being read in ads or listened to on TV, and the language used in fair balance is too often complicated for online health seekers.

COVID-19 and obesity is a lethal mix

World of DTC Marketing

QUICK READ : Obesity is associated with a higher risk of developing severe symptoms and complications of coronavirus disease, independent of other illnesses, such as cardiovascular disease. So why haven’t we acted?

10 Trends for online health seekers

World of DTC Marketing

IN SUMMARY: Online health seekers are using the Internet differently since the pandemic. Treatment options are researched more, and people are using, but not relying, on social media to gather information on what’s best for THEM.

Get ready for HUGE healthcare changes

World of DTC Marketing

There is going to be more coverage for virtual doctors’ visits in new employee health plans along with expanded mental health benefits and access to on-site health clinics. Of course, this comes at an increased cost even though health insurers are making a lot of money.

Health consumers: A long way off

World of DTC Marketing

We keep hearing the term “consumers of health” but the American healthcare system is too profitable to allow people to be consumers of healthcare. The need for action now is clear.

The sweeping biotech business model

World of DTC Marketing

R&D has been replaced with acquisitions. The latest is J&J’s deal to buy out Momenta for $6.5 billion. This week alone Sanofi, BMS, and other big pharma companies have spent billions on the purchase of smaller, promising companies who have drugs that could lead to happy investors.

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Half a million-dollar bonus for cancer drug price increase

World of DTC Marketing

WHAT NOW: The idea that most pharma companies are here to serve patients is a canard. Pharma CEO’s serve themselves with big salaries tied to drug prices and keeping drugs from coming off patent.

Projections on pharma digital ad spending wrong

World of DTC Marketing

GOOD MORNING: eMarketer is promoting a report on pharma’s projected digital ad spending in the coming year, and from my conversations with pharma insiders, it’s wrong. There will be an investment in new digital platforms but display and search spending, I believe, are going to decline.

Pharma is hiring

World of DTC Marketing

IN BRIEF: Pharma companies have been posting jobs on LinkedIn almost every day. While most offices remain closed pharma is preparing for the launch of new products and has to have the infrastructure to ensure a successful launch.

Our healthcare has failed us

World of DTC Marketing

IN SUMMARY: American healthcare is failing. Not only has the FDA become a political pawn but almost half the population is now obese. While there are lots of reasons for this the silence of healthcare providers is a huge reason.

Oncology DTC: Opportunities

World of DTC Marketing

IN SUMMARY: According to a Takeda Oncology report “for people diagnosed with multiple myeloma, there can be an abundance of information, which can lead to confusion around the next steps in their diagnosis and treatment plan.

Medscape on shift to digital

World of DTC Marketing

COVID-19 has disrupted traditional healthcare person-to-person communication and accelerated digital options, such as telehealth and remote patient-clinician contacts, digital therapeutics that deliver remote patient monitoring, and interventions through the use of software.

AbbVie doesn’t care about employees

World of DTC Marketing

THE BASICS: A “critical part” of pharmaceutical company AbbVie ‘s success is “face-to-face” interaction, CEO Richard Gonzalez explained in an Aug. 27 email outlining its process for bringing thousands of U.S.-based based employees back to work.

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New cancer drug clinical trials struggling

World of DTC Marketing

WHAT’S THIS ABOUT THEN : Researchers are rushing to launch clinical trials of experimental vaccines against the coronavirus, and treatments for COVID-19.

Launching a new drug: How much to spend on DTC?

World of DTC Marketing

HERE”S THE DEAL: Determining how much to spend for the launch of a new drug is a challenge we all face and you have to be ready to shift funds from channels that are failing to provide the lift in brand awareness to channels that hit the bullseye on your objectives.

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Sorry.COVID treatment data may not be reliable

World of DTC Marketing

IN SUMMARY: “For the first time ever, I feel like official people in communications and people at the F.D.A. grossly misrepresented data about a therapy,” said Dr. Walid Gellad, who leads the Center for Pharmaceutical Policy and Prescribing at the University of Pittsburgh.

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Online ads: Creative vs. media

World of DTC Marketing

TO THE POINT: When it comes to online advertising the creative is more important than the money you’re spending on media. DTC marketers need to create a “hook point” to lead to action. Consumers today are bombarded with so much information you have to grab their attention quick.

Ten pharma digital marketing facts

World of DTC Marketing

QUICK READ: A reporter for a leading business magazine recently reached out to me and asked “what are Pharma product websites so bad?” ” OK, maybe not all of them are that bad but I would bet that 80% are really poor.

Americans continue to neglect their health

World of DTC Marketing

As the NY Times recently reported , obesity is the leading cause of mortality in the United States. Obesity costs the nation $1.72 trillion every year. In the United States, where at least 4.6

The hypocrisy of pharma trade magazines

World of DTC Marketing

QUICK READ: Our industry is inundated with trade magazine pseudo awards that don’t mean a damn thing to the patients we serve. The dirty secret is that these trade magazines use these awards as a business tactic to draw in more readers and ad dollars.

How pharma digital marketing can excel

World of DTC Marketing

Pharma digital marketing has been lagging behind key trends for a long while. Let’s face it, pharma organizations are not made for speed while digital marketing is all about “now” Digital marketing is also about experimentation and learning from successes as well as failures.

Working in pharma

World of DTC Marketing

Here is a copy of a talk I recently gave via Zoom to my European colleagues. Those of you who know me know that I am a frequent contributor to Hedley Rees books as well as the author of a blog that gets close to 100,000 reads a month.

No digitization with HCP’s is not permanent

World of DTC Marketing

IN SUMMARY : When patients return to doctor’s offices will HCP’s have time to go online with every drug company that requests an online detail? Will patients be happy with telehealth once they feel it’s safe to return to physicians’ offices?