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As patients experience greater financial risk and responsibility for their healthcare, patients are becoming more active decision makers. They are no longer passive and accepting of healthcare decisions made by providers. Patients are consumers of healthcare and we, as an industry, must change how we think about patient-centricity and focus the lens of our business […]
Today’s best adherence programs emphasize the critical role of patient engagement in driving success. In my first article, I discussed the overall value of patient adherence programs and how implementing best practices for program design can make your programs more relevant to patients. Taking this approach one step further, engagement programs can and should occur […]
Marketers are aware that the rules of engagement with their customers have dramatically changed. Brands now need to offer content and information that is much less promotional, offering more of a shareable – and shared – experience. Online channels have driven much of the change, and the digital experience has rapidly evolved to short-form content […]
The worst part of the Zika story we know so far, is that we do not know nearly enough to combat it in a meaningful way. First it was just an exotic STD from South America. Then it turns out to be a virus that could cause severe disability in newborns. As of August 2016, […]
Everyone has an opinion on drug ads. From skits on Saturday Night Live, to the halls of Congress we hear critics mock DTC. Last week I criticized the 9/12 Ad Age story citing terror tactics used by drug marketers. The managing editor, Ken Wheaton, of Ad Age decided to write a follow up column telling […]
The latest critical DTC story just appeared in Ad Age on 9/12. It deserves comment because it seems off base. In the title it says big pharma is using terror tactics to scare up sales. The crux of the story is how drug companies are shifting to creative approaches using scare tactics in their ads. […]
The drug companies made Hillary’s enemies list earlier this year along with Iran, the Republicans, and the NRA. She now has a plan to ensure drug prices do not rise higher than whatever she thinks is fair. The essence of her plan is to allow government to decide whether a drug price increase is justified. […]
Restasis, the dry eye drug from Allergan will soon see major competition. Shire’s drug Xiidra was recently approved and now widely available. Their unbranded DTC campaign just began with A list star Jennifer Aniston as its spokesperson. This huge market of 16 million sufferers will now have two brands battling it out on the DTC […]
The FDA has done a mixed job overseeing patient side effect education. Consumers have a right to know what the possible side effects are for any medication. They also need to know the real odds of getting them. The FDA has regulated the first well. Patients do get to see and hear the litany of […]
The theme of this month’s DTC in Focus newsletter is “From the Patient’s POV”, so I want to start with a little experiment. Si escribo esta frase en español, va a entender? Did you understand that? The Spanish sentence simply says, “If I write this sentence in Spanish, will you understand?” I’ll admit that I […]
