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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. 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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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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Optimizing pharmaceutical innovation

Bio Pharma Dive

Elevate pharma product development and marketing through collaboration with physician experts

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Ten pharma digital marketing facts

World of DTC Marketing

QUICK READ: A reporter for a leading business magazine recently reached out to me and asked “what are Pharma product websites so bad?” 1ne: There is a direct correlation between time on site and asking for/about your product. 2wo: The biggest reason for pharma product high bounce rates is bad homepage design.

Marketing 183
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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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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.