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.
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.
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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. Let’s be clear about pharma product websites. In a click-stream analysis earlier this year, I found that over 90% of online health seekers used other health websites to research treatments.
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.
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?
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.
World of DTC Marketing
OCTOBER 26, 2021
I decided to research why this is happening at a client’s request, and I found two reasons. To their doctors for problems, follow-ups, and treatments because of the pandemic. Second, I see that in most markets and health conditions, micro-segments have different needs from online health sites, including pharma product sites.
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