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Obamacare's Unintented Consquence: The Rise of Consumer Information

Despite the flattening of DTC spending in the past few years, there is a tidal wave of DTC opportunities coming for health marketers. I will broaden the definition of DTC to beyond drugs and devices and include health services which include health providers, clinics, and diagnostics. What people are realizing about Obamacare is that cost […]

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What Obamacare Means for Big Pharma

Big Pharma agreed to support Obamacare with significant price subsidies for consumers. They assumed that giving this support would be offset by new customers through expanded access to coverage. They also got assurances that Medicare would not negotiate drug prices directly. The mess that is Obamacare may not work out the way the drug makers […]

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Obamacare Means Opportunity in DTC

When one cuts through the early problems of Obamacare implementation, it is clear that there are many opportunities for DTC advertisers now and in the future. Implementation issues aside, we can expect millions of Americans to be added to the insured roles. That means more people will be getting drug reimbursement and more taking drugs […]

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DTC Spending Stable in 2013

Based on first half spending, DTC advertisers seem to be spending about the same as the first half of 2012. Kantar Media reports spending was $1.8 billion versus $1.7 a year ago. After a very weak 2012 with double digit declines, it looks like 2013 will not see negative numbers. The reasons for stabilization are new brands doing heavy DTC. Toviaz and Xarelto were new […]

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Obamacare, Being Fair

I cannot resist commenting on the official launch of Obamacare exchanges. I tried to access the Florida exchange, which is run by the Feds as it is in 36 states. I could not get past the application because it required I answer the security questions which did not exist to answer. I will accept that […]

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Google Calico

“Google is a force that will…try to take quantum leaps.” -Bob Ehrlich DTC in Perspective:  Calico Google shook up the health world with its announcement that they are starting a health care discovery company called Calico. The company will focus on health problems associated with aging which pretty much means everything we might suffer from […]

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Drug Coupons Impact Study

An interesting study on drug coupons was released in The New England Journal of Medicine on 8/28. These coupons are used for brand name drugs to help subsidize cost for consumers. These coupons usually are for a limited period of a few months to a year. The study authors wanted to determine what drugs were doing these […]

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New Study Links DTC and Increased Statin Use

New Study Links DTC and Increased Statin Use “Society makes an economic and risk/reward decision on all such preventive care.” -Bob Ehrlich A study published in the Journal of General Internal Medicine concluded that statin DTC ads raised diagnosis of high cholesterol by 16-20% and statin use by 16-22%. The study authors, from Cornell University, […]

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