Over the past few years, a new wave culture of fitness and clean eating has grown exponentially in the United States. Many attribute this focus on health awareness to its presence on social media, while others consider the lifestyle fitness apparel trend to be a driving factor. Smartphone apps for at-home fitness such as SworkIt […]
In the News: The Future of Wearables: Can Companies Avoid The Pitfalls Threatening Healthcare Wearables?
Nowadays, it is nearly impossible to walk down the street without seeing somebody sporting a healthcare wearable. With sales surging at an annual growth rate of 25%, and an impressive $5.1 billion market value, it appears that the healthcare wearable industry is stronger than ever. However, these statics fail to recognize that such wearables are […]
In the News: Abuse-Deterrent Formulations Stirring Up the 2016 J.P. Morgan Pharmaceutical Conference
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 […]
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 […]
DTC in Perspective: Prescription Thugs? Really?
Yes, that is the name of a new documentary that hit theaters Friday, January 22. It is by a documentary film maker Chris Bell. While I doubt it has a wide release, the media will enjoy reviewing it and telling us it is a must see. The only preview I could get was a two […]
DTC in Perspective: Pradaxa Comes Back to Television
Welcome back to Pradaxa, a drug to prevent stroke, with a new ad campaign. The new television ad is quite unique. It is entirely a simulation of what happens in a blood clot caused by atrial fibrillation. What is really interesting is the use of swimming fish to represent blood cells. The competition Eliquis and […]
DTC in Perspective: A New Year of DTC Challenges
Twenty years of DTC advertising has not seemed to be enough time to gain acceptance by physicians, consumer advocates, and politicians. In fact the anti-DTC sentiment seems to be reaching a frenzy this election cycle. I have discussed before why this is happening. In brief, it is because of the false assumptions that DTC raises […]
DTC in Perspective: DTC Spending Remains Strong in 2015
Judging by the first three quarters spending numbers from Nielsen, DTC should continue to grow in 2015 and 2016 versus the strong 2014 showing. Last year was the strongest spending in five years. DTC will probably grow more modestly in 2015 off a much higher base of $4.5 billion in 2014. DTC grew to $3.8 […]
DTC in Perspective: The Stuart Elliott Flip on DTC
Who is Stuart Elliott and why should we care what he thinks? Let me back up a bit. Stuart Elliott was the advertising reporter for the New York Times for over 20 years. He left in 2014 to write for Media Village.com. In a column written on 12/9 Mr. Elliott said he no longer supports […]