World of DTC Marketing

Pharma Tuesday Stuff

World of DTC Marketing

QUICK READ: Here are some recent stories that you should all be aware of. Last month I hit 80,000 readers when accounting for email, social media, and direct traffic. I love the industry, and although I want to see some changes, I know there are many good people trying every day to make it happen.

The danger of COVID conspiracy theorists

World of DTC Marketing

QUICK READ: At times, the public health response to coronavirus (COVID-19) has been scary, characterized by antimask behavior, antivaccine beliefs, conspiracy theories around the development of the vaccine, and a general belief that even COVID numbers are false.

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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 internet enables misinformation on COVID

World of DTC Marketing

QUICK READ: Some deaths will occur during the COVID-19 vaccination rollout, but these deaths would have happened for other reasons and are unrelated to the vaccine.

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Reaching HCPs online

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QUICK READ: Recent research from Zoom Rx saying that digital interactions with HCPs are myopic and don’t apply to the heavily segmented HCP audience. The future of reaching HCPS is both on and off-line depending on the product, health condition, and specialty.

And so pharma profiteers again

World of DTC Marketing

QUICK READ: Pfizer has already announced a price increase to the EU for their Covid Vaccine. With a CEO who earns more than $20 million annually and the potential for billions in profit Pfizer is reminding us that Wall Street is once again their primary customer.

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Pfizer positions COVID vaccine as a yearly booster shot

World of DTC Marketing

QUICK READ: Pfizer is already positioning their Covid vaccine as a yearly maintenance shot. In other words, they want to milk this cash cow for every penny they can get out of the healthcare system.

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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Should we be worried about pharma’s supply chain?

World of DTC Marketing

QUICK READ: Pharma supply chain issues are a concern for us all but especially patients. The goal of getting a drug to market as fast as possible so they can recoup drug development costs has the potential for mistakes that could cost lives.

Pharma not ready for imminent future

World of DTC Marketing

QUICK READ: Changes are on the horizon for healthcare and pharma, yet very few pharma companies are prepared for the changes that are coming.

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Healthcare is about profits, not patients

World of DTC Marketing

QUICK READ: The nation’s largest for-profit hospital chains saw higher profits , and some more than tripled their net income compared to last year. Some are also increasing their profit margins by forcing out healthcare staff who have seniority and earn more.

The right balance in DTC: Tv versus digital ads

World of DTC Marketing

SUMMARY: Television remains the most important medium for healthcare advertising , accounting for 54.7% of all spend in 2018, far higher than television’s 30.8% share of the advertising market as a whole.

What’s the call to action on DTC?

World of DTC Marketing

TEASER: What DTC marketers and consumers do as the result of seeing a relevant DTC ad differs by a wide margin. DTC marketers would like to think that patients ask for the advertised drug when visiting their doctor, but that’s largely untrue.

What do future healthcare CEOs look like?

World of DTC Marketing

QUICK READ: The compensation for pharma CEOs is starting to be reported and it’s off the charts. Bob Bradway of Amgen bagged a $20.1 million compensation package in 2020, a slight increase from his $19.6 million total the previous year.

Should doctors refuse to treat obese patients?

World of DTC Marketing

IN BRIEF: Doctors are not required to treat obese patients who won’t do anything to lose weight but the problem is more than reminding patients they need to get exercise and drop pounds.

America’s healthcare costs are in deep crisis

World of DTC Marketing

SUMMARY: The media loves to blame pharma companies for high healthcare costs, but unless we start to invest in healthy lifestyles, we’re headed for a healthcare crisis the likes of which we have never experienced.

Profiteering off a Covid vaccine

World of DTC Marketing

SUMMARY: Johnson & Johnson and AstraZeneca publicly committed to not profiting off their products during the pandemic; Pfizer and Moderna made no such pledge and are already planning ways to make more money from their Covid vaccines.

Allocating DTC budgets

World of DTC Marketing

I N BRIEF : DTC managers usually have a tough time allocating DTC budgets, but once you layout your brand objectives and better understand your audience, the choices become clearer.

Can ROI ever be used with patient-centric?

World of DTC Marketing

SUMMARY: The goal of business is to maximize profits for shareholder returns but when a company that serves the public good pays CEOs millions of dollars in compensation while having among the highest profit margins within ANY industry I would argue that something is dreadfully wrong. The U.S.

Pharma’s reputational high will be short-lived

World of DTC Marketing

SUMMARY: Via the Financial Times , “pharmaceutical companies have never had it so good.

Drug price negotiations on the horizon

World of DTC Marketing

SUMMARY: Democratic lawmakers are weighing whether to include drug pricing measures that could extract tens of billions of dollars from the industry. Something is coming. We’re just not sure when,” said one drug industry lobbying source.

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Personal responsibility in our healthcare

World of DTC Marketing

IN BRIEF: At some point, we need to realize that good health is our personal responsibility. All prescription drugs don’t make us healthy; they just mask a potentially unhealthy lifestyle that eventually will cost patients and our healthcare system a lot of money, time, and pain.

Loneliness Linked to Serious Health Conditions

World of DTC Marketing

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The pharmaceutical’s industry biggest challenge

World of DTC Marketing

QUICK READ: If you start to lose key people, you won’t be able to keep the business you do have, and things will go from bad to worse. Companies who see their good employees as “replaceable” are wrong. Good employees are not replaceable.

Is it time for DTC marketers to use a CMP?

World of DTC Marketing

SUMMARY: In its simplest form, a creative management platform , or CMP, is a cloud-based software that allows marketing teams to create, distribute, and measure the performance of digital advertising.

Why hasn’t pharma embraced email marketing?

World of DTC Marketing

SUMMARY : DTC marketers are spending tens of millions of dollars on programmatic ads that are full of fraud and have low click-through rates but they have yet to embrace email marketing which has an average click-through rate of 3.43%.

The health care industry should also invest more preventative health

World of DTC Marketing

SUMMARY: In a recent study by The Harris Poll on behalf of TIME, the overwhelming majority of Americans (78%) admitted to delaying routine medical services and health care appointments due to the coronavirus pandemic.

Telehealth will be worth about $25 billion in 2021

World of DTC Marketing

SUMMARY: Deloitte predicts that the percentage of virtual video visits to doctors will rise to 5% globally in 2021, up from an estimated 1% in 2019. While 5% may not sound like much, consider that 8.5 billion doctor’s visits, worth a total of approximately US$500 billion.

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.

The true cost of COVID-19?

World of DTC Marketing

SUMMARY: COVID-19 has killed many people worldwide, but how many really died from COVID, and how many died because they had an underlying chronic health problem as a major factor? We may never know, but we can not afford to do anything while our population becomes more obese and unhealthy.

Dear FDA: WTF?

World of DTC Marketing

SUMMARY: The FDA wants to look at how certain brand names affect consumer and health care providers’ perceptions about the efficacy and the medical conditions for which they’re indicated. This is just another example of how clueless the FDA is regarding patient behavior and prescription drugs.

Do pharma marketers have a responsibility to the public?

World of DTC Marketing

IN BRIEF: As a marketer, most of us, like a Jungian archetype, are true Communicators. Yet are those skills only reserved for big budgets, bold pitches, and grand innovations? Or do we, as individuals, have a special responsibility to the public at this moment in time?

As pharma abandons the antibiotic market patients are at risk

World of DTC Marketing

SUMMARY: According to Pew Internet “Despite antibiotics’ vital role in cancer care, companies have abandoned their development in favor of more profitable drugs.

Jazz Pharma uses flying pig for huge grey area DTC

World of DTC Marketing

SUMMARY: One of the biggest complaints people have about their health is the lack of sleep caused by many factors, from diet and weight to chronic stress. DTC for a product that can keep people awake for nine hours is a message for potential abuse.

Telehealth concerns rise

World of DTC Marketing

SUMMARY: Once again, the “hype” may be bigger than the reality around telehealth. First, people aren’t always completely honest with their doctors.

Politicians are killing people

World of DTC Marketing

Politicians stupidity is leading to more COVID-19 deaths here in the U.S. and eventually we have to hold them accountable for their ignorance and lies.

A new normal for digital health?

World of DTC Marketing

SUMMARY : According to Harvard Business Review, “digital health solutions and technology will play a crucial role in the difficult work of optimizing processes and systems for greater efficiency, financial viability, and enhanced outcomes.

The most important website metrics

World of DTC Marketing

SUMMARY: Your product website is a window between your brand and target audience. You might not be able to talk to one another, but what your audience does behind that window can tell you a lot about how they’re thinking about your brand.

Pharma on a digital hiring spree?

World of DTC Marketing

SUMMARY: Almost every pharma company seems to be posting open digital marketing positions on LinkedIn but are they really hiring? A quick check of three open positions found that they “were on hold” due to budget constraints.

Earning trust and building trust need to occur at the same time

World of DTC Marketing

SUMMARY: Trust is earned every day. Today, because of the Internet, a lot of attention is placed on day-to-day activities. Pharma has to undress, and that trust is an ongoing process, and leaders cannot rest on the work they have completed, like developing vaccines.

And just like that, the goodwill is gone

World of DTC Marketing

THOUGHT: The reports of “pharma goodwill” were premature.

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Can J&J’s vaccine approval erase bad pharma?

World of DTC Marketing

SUMMARY: Pharma companies, like J&J, have received criticism for engaging in illegal activities, such as providing kickbacks and bribes, knowingly shipping adulterated or contaminated drugs to pharmacies, and marketing drugs for unapproved uses. Johnson & Johnson has paid $2.7

10 Essential pharma content strategy must-haves

World of DTC Marketing

SUMMARY: Pharma has not embraced a content strategy when the number of online health seekers is climbing. A content management strategy can lead to a better brand-patient relationship and turn customers into brand ambassadors. I’m not a huge believer in content strategy for CPGs.