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 […]
Branded vs Unbranded Media Buying Dynamics
Digital Musings for Pharma: Creating Content for Distracted Use
A recent survey by Nielsen found that up to 70% of Americans now own a mobile device and that most of those mobile devices are smartphones. Healthcare marketers should take note because behavioral trends like these suggest new ways for us to interact with consumers, and share timely and relevant information with them. The Nielsen […]
How to Identify Breakthrough Ideas and Dramatically Improve ROI
Increasingly, patients have become a critical link in the prescribing process. Individuals are taking more responsibility for their own healthcare choices, proactively seeking disease and drug information online and initiating dialogues with their doctors – and it’s having a significant effect on the treatment they receive. A 2014 study published in the Medical Care journal […]
Getting to the How – Unlocking Identification, Personalization and the Regulatory Landscape
Technological innovation has changed how people react and connect to each other, how consumers engage and communicate both with and about companies, and how companies think about and use data to engage with consumers. These changes are impacting the Life Science and Health industries in much the same way and require a level of thoughtfulness […]
Building Authenticity Into Healthcare
We just recently released a global study on Brand Authenticity here at Cohn & Wolfe that shed a great deal of light on how consumers perceive brand activity and what is important to them. I have to say, we were a little surprised. People from all around the world told us that they care much […]
Patient Influencers are the Night Vision Goggles for DTC Marketers
No matter the preparation, resources or rigor applied, there is often an element of marketing that is done in the dark. Even in today’s data-rich, hyper-connected world there is a degree of guesswork resident in the process. Don’t get me wrong, the marketers making these educated guesses are bright people who get it right a […]
Think Big, Start Small, Move Fast: 15 Tips From the Mayo Clinic on Marketing Innovation
The innovation books on my shelf are typically written by designers, famous agency wizards, marketing gurus, etc., so it was surprising to see a title, co-authored by a team from the Mayo Clinic Center for Innovation, popup in my Amazon book recommendations. After all, healthcare is rarely (if ever) seen as a hotbed for innovation. […]
Pharma and Digital Health at the Point of Care
Innovation brings both opportunity and change, and this is true with emerging point of care technology. There is a pressing need for help in the three critical areas of Prevention, Diagnosis and Monitoring. But how can the industry get involved to help support patient care? In the Fall 2013 issue of DTC Perspectives Magazine, I […]
