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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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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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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. For this reason, digital marketing is an essential part of any pharma brand. Suppose pharma is to leap into being great at digital marketing.

Marketing 179
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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. Second, I see that in most markets and health conditions, micro-segments have different needs from online health sites, including pharma product sites. Get back to the basics.

Marketing 199
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Uniqueness if pharma DTC

World of DTC Marketing

Pharma DTC marketing is unique, and drug marketers need to think more about the journey from awareness to requesting an Rx. In addition, the patient journey is different for each product category and audience. Most of the media stories, however, leave out the possible drug side effects, which are serious.

Marketing 210
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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.