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The right balance in DTC: Tv versus digital ads

World of DTC Marketing

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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10 Trends for online health seekers

World of DTC Marketing

Treatment options are researched more, and people are using, but not relying, on social media to gather information on what’s best for THEM. My research points were Google, Twitter, and various websites that provide metrics on a variety of topics. Well, established health sites are seeing increases in traffic.

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Innate Pharma and Takeda sign licence deal to develop ADCs for coeliac disease

Pharmaceutical Technology

Innate Pharma has signed an exclusive licence agreement with Takeda to enable research and development of antibody drug conjugates (ADCs) against an undisclosed target, primarily focusing on coeliac disease. In addition, Innate will receive royalties on possible net sales of any commercial product to be developed under the licence.

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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. Some will lead to more online research, while others may not. TV, alone, is not the answer.

Marketing 210
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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? HCPs are more interested in all the data than the data that pharma wants them to see.

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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
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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