The Senate recently passed an amendment to a larger health care bill that requires drug prices be disclosed in DTC Ads. The Durbin amendment was adopted with bipartisan support. It really just gives HHS a million dollars to study a way to require the disclosure. What is clear is this idea has strong support from […]
eBook Shares Industry Insights on AI
The latest chapter in the ebook, Modern Marketing: Pharma’s Data-Powered AI Revolution, was released this Tuesday by Intouch Solutions and Digital Health Coalition. Chapter 4, Ask the Experts: The Pharma POV, revealed that “there are significant shifts away from AI being ‘not an issue today’ to ‘becoming very important’ in 2019” as 38% of respondents ranked […]
Ozempic Launches National TV Spot
Novo Nordisk launched a branded DTC campaign for Ozempic, a once-weekly GLP-1 injectable prescription for adults with type 2 diabetes that, along with diet and exercise, may improve blood sugar. The national TV spot is set to the catchy 1970s song, “Magic” by Pilot – but uses altered lyrics to educate consumers about the treatment, […]
Understanding the Spanish Culture for High Impact Multicultural Pharma Marketing
As Peter Drucker, renowned educator, management consultant, and author, said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” This mantra holds true with multicultural marketing in the pharmaceutical industry, especially with Hispanic and Latino populations. Successful pharmaceutical marketing amongst the Spanish […]
POC Accountability Does Exist – Right Here
Sponsored Content Confused about point-of-care (POC) validation measures? I’m not surprised. The transparency and accountability of the POC channel remains a hot topic in the media; some are even calling POC one of the most misunderstood media spaces. I understand why, given every point of view seems to report on a different “must-have” approach. While […]
Consumer Trust in Pharma Drops 13% Over Past Year
The American public’s trust level in pharmaceutical companies fell 13%, dropping down to 38% in 2018 compared to 2017, accord to Edelman’s recently released Edelman Trust Barometer. According to the report, the “pharma industry [is being] blamed for high cost of drugs and aggressive marketing of opioids as addiction reaches epidemic levels”. Steve Weiss, Senior Vice President […]
Trending Now: The Need to Put Patients First
The theme of this month’s newsletter is consumer trends. Here’s a recent one worth talking about: According to new research, consumer trust in pharma has hit a new low, dropping 13 points from 51% to 38%. How can an industry that does so much good have such low credibility? Listen to patient testimonials in focus […]
3 Takeaways From Pharma Direct-To-Consumer (DTC) Advertising Conference
Whether you’re new to the DTC pharma space in the US, or an industry veteran, what you need to know to stay ahead. The advertising of prescription drugs on TV and in magazines is a uniquely American phenomenon. Turn on the news or flip through a magazine and you’re likely to notice a pharmaceutical commercial […]
DTC in Perspective: Chantix Goes with a Goodfella
The latest Chantix smoking cessation DTC television ad is featuring my favorite wise guy actor Ray Liotta. Looking a little grayer and heavier Ray is still the iconic member of the De Niro/Pesci crew from Goodfellas, maybe only slightly behind The Godfather in my favorites list. Ray is also in my favorite baseball movie Field […]
DTC in Perspective: Botox DTC Targets Men
Allergan’s Botox is going “Brotox” in its latest DTC campaign. That term is not mine as I borrowed it from a Forbes article. Men, yes, we men are a vast untapped market for smoother skin. As I age, my frown lines are forming, and why not try to look better. For me being the frugal […]
