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DTC Perspectives | DTC in Focus

Cultivating Engaged Patients: 5 Lessons Learned

People actively involved in their health and healthcare generally have better outcomes in managing their condition. So how do those of us working in healthcare and healthcare marketing motivate people to get more involved? While we don’t have all the answers, Health Union has learned some valuable lessons and practical tips for enhancing patient engagement […]

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The Pharma Marketers’ Innovator’s Dilemma

Why innovate? It’s a question frequently asked by many pharmaceutical marketers. From a campaign development perspective, innovation is seen as a way to break through the clutter in order to set new benchmarks for success. Unfortunately, in the process, it’s easy to just innovate for innovation sake, and implement the latest thing without regard to […]

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Can DTC Marketers Develop Digital Content Interesting Enough to Hold the Attention of Patients?

The strategic role of content marketing in DTC campaigns is a hotly debated topic. While many industries have shifted their focus to building content that is authentic, educational and even whimsical in the hopes of building a rapport with patients, the healthcare industry is still finding its voice. Brands leading discussions can be perceived as […]

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A Generational Approach to DTC Creative

Direct-to-consumer marketing efforts for many prescription drug brands rely not just on appropriate clinical targeting but on creative executions that are emotionally relevant and resonate deeply with appropriate patients. That creative, whether it’s a television or a print ad or a website or a brochure, needs to be grounded in a big creative idea that […]

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Branded vs Unbranded Media Buying Dynamics

For many pharmaceutical or biologic brands considering DTC advertising, the pursuit of either a branded or unbranded campaign is a critical decision.  The best approach can be determined by focusing on several specific factors: the extent to which patients with the disease remain undiagnosed, the amount of fair balance the product requires in a branded […]

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There’s a Cure for That.

By Mike Rutstein   How many cures can you count in your lifetime? For the majority of us living today, that number is likely few, if any. While vaccines for polio, chicken pox and diphtheria made a dramatic 20th Century impact in life expectancy (particularly in the Western World), until recently, cures and therapies with […]

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