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DTC Study: Marketers misaligned with online health seeker needs

World of DTC Marketing

TV spots are the number one way people learn about new pharma products. 3hree: Pharma product websites are not listed as a top online health resource even when looking for information on a specific product. 8ight: The number one way people learn about new pharma products is via TV.

Marketing 279
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Why online marketing is so essential for pharma

World of DTC Marketing

There’s quite a debate in the CPG world about the investment in digital marketing. However, with pharma brands, online is essential to a successful marketing strategy. Over 95% of people, when hearing about new treatment options, will go online BEFORE asking their doctor for/about the product.

Marketing 179
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DTC marketers disconnect from digital marketing

World of DTC Marketing

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
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It’s time to get back to basics in DTC marketing

World of DTC Marketing

The messages that DTC marketers develop and usually tested, again and again, aren’t as effective as we thought they were. To their doctors for problems, follow-ups, and treatments because of the pandemic. The other issue that is making DTC marketing more could be data overload and balancing ROI with online health seeker needs.

Marketing 199
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The right balance in DTC: Tv versus digital ads

World of DTC Marketing

share of the advertising market as a whole. However, recent trends indicate that healthcare marketers are shifting more dollars to digital ads. The shift to digital advertising doesn’t make sense when pharma product websites don’t meet consumers’ needs. Pharma websites should NOT be stagnant.

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Product launch metrics are changing in pharma

World of DTC Marketing

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? HCP marketing is changing very quickly. The other challenge is going to be flexibility.

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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. Online ads for prescription drugs are unique.

Doctors 217