Considered by many the Woodstock of pharmaceutical conferences, the 34th Annual J.P. Morgan Conference held in San Francisco January 11-13th lived up to its nickname. It was three days of non-stop presentations, meetings, business development opportunities, and endless potential for new partnerships. Among the attendees was a convergence of hedge fund investors, bankers, and pharmaceutical […]
Archive | DTC in Focus
Disruptive Innovation in Pharma: Past, Present, and Future
By Linda DiPersio, MSM, MSHC In the book “The Innovator’s Prescription: A Disruptive Solution for Health Care,” Clay Christensen, who developed the theory of disruptive innovation, stated, “There are more than 9,000 billing codes for individual procedures and units of care. But there is not a single billing code… for helping patients stay well.” In […]
Marketing Innovations Don’t Have to be Risky
By Faruk Abdullah of Applied Predictive Technologies Pharmaceutical marketing is changing. With increased industry spend, new marketing channels, a more informed consumer, and a shifting healthcare landscape, it is clear that marketers need to be smarter than ever with their investment decisions. It is also clear that DTC marketing is no longer just about pumping […]
Becoming Patient-Centric: The Case for a Humanistic Approach to Patient Insight-Mining
By Gregg Fisher & Anthony Alvarez of The Stem “We must deepen a case history to a narrative or tale; only then do we have a ‘who’ as well as a ‘what,’ a real person, a patient, in relation to disease.” — Oliver Sacks in “The Man Who Mistook His Wife for a Hat” Dr. […]
The Shift from Mass to ‘Me’ Media Means We Need to Make it Personal & Private
By Cheryl Lubbert of Health Perspectives Group As we look back over the past year for lessons learned that we will take into the New Year, there are many we could choose: from celebrities on social media to controversial pricing. But based on our work with thousands of patients, helping to connect them with biopharma […]
Can Marrying DTC Ads with Relevant Content Minimize Ad Avoidance?
By Anne O’Brien of Remedy Health Media I have been quite the content creator lately. My October wedding provided plenty of fodder for Facebook posts, reaching not just my friends, but friends of friends. I was providing entertainment that might otherwise have been provided by a commercial publisher, maybe by my company’s site HealthCentral.com, or […]
The Five-Step Prescription for Curing Social Media Ills
Stop the coughing before it becomes a social media plague. By Peter Friedman of LiveWorld It’s taken a while, but the pharmaceutical industry has slowly realized the value of social media to reach caregivers, health care professionals, and patients to raise awareness and even track adverse events. According to the IMS Institute for Healthcare Informatics, […]
Connecting is About More than Just Reaching Your Audience
Spend enough time with children and you will learn the difference between hearing and listening. You can tell kids to clean up until you are blue in the face without even a turn of their head, but whisper ice cream and they come running. This is the difference between reaching your audience and connecting with […]
Creative Critique: OPDIVO & BELSOMRA
Editor’s Note: DTC Perspectives asked a leading creative expert to review current DTC ads for our Creative Assessment issue of DTC in Focus. OPDIVO and BELSOMRA were her standouts. Read what Brenda Molloy has to say about why these ads made her take special notice. It’s necessary now more than ever for commercials to stand […]
Applying the Innovation Styles Model to Promote Creative Assessment in Pharma
“Creativity is thinking up new things. Innovation is doing new things.” – Theodore Levitt, author of Innovation in Marketing Creative assessment in pharma is the ability to generate and evaluate new, varied, and unique ideas to achieve innovative approaches. Flexibility, originality, fluency, elaboration, and brainstorming are only a few of the factors connected to this […]
