World of DTC Marketing

JULY 1, 2021

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. Online ads for prescription drugs are unique.

Doctors 217

Doctors Doctor Drugs Pharma Production 217

World of DTC Marketing

APRIL 5, 2022

Today, colossal budget product launches are not returning the same ROI as before. Product launches are going to need to be micro-targeted to specific audiences. What is the definition of a successful pharma product launch? HCPs are more interested in all the data than the data that pharma wants them to see.

Production 196

Production Pharma Companies Branding Marketing 196

World of DTC Marketing

MARCH 22, 2021

The shift to digital advertising doesn’t make sense when pharma product websites don’t meet consumers’ needs. From the research I have read and conducted over the last few years the answer is NO. TV is still the best way to introduce a new product provided it has a big audience.

Pharma Production 261

Pharma Production Production Marketing Doctors 261

World of DTC Marketing

FEBRUARY 17, 2021

DTC marketers will do a lot of research on brand messaging, but what’s really important is what action your target audience will take due to being exposed to your message. Under no circumstances should ANY DTC marketer believe that a patient is going to ask their doctor about/for your product as a result of seeing your DTC TV ad.

Branding 180

Branding Marketing Production Pharma Production 180

World of DTC Marketing

OCTOBER 9, 2020

HERE’S THE PITCH: Guidelines surrounding effective frequency are different by every advertised product. For pharma products, effective frequency is, for example, the frequency at which someone is going to go online to learn more about your product. TV alone is not going to sell your product.

Marketing 139

Marketing Branding Pharma Production Production 139

World of DTC Marketing

DECEMBER 28, 2020

Yes, telehealth has grown substantially, but that’s because patients are afraid of going into doctor’s offices. DTC marketers need to fall out of love with TV and think about how they translate awareness into brand objectives. Let’s be clear about pharma product websites. Some are, but most aren’t.

Doctors 296

Doctors Doctor Production Marketing 296

World of DTC Marketing

DECEMBER 23, 2020

I’ve seen and researched cases where some products have really benefitted from DTC while others have not. Online research is used to evaluate new prescription drugs. The old belief is that patients who are interested in new treatments ask their doctor about them. But is this really true across all DTC?

Doctors 249

Doctors Doctor Drugs Marketing 249