Changes in Patient Behaviors and Expectations Are Driving Shifts in Go-to-Market Strategies The post-COVID era has normalized virtual healthcare, with telemedicine and home delivery now seen as standard expectations. Since 2022, most sources say that more than 30% of people used telemedicine services in the prior year, signaling a lasting shift toward digital-first care. At […]
Progress is nothing without innovation, and innovation is impossible without exploring new frontiers. Embracing the new can be exhilarating. It can also be intimidating because it forces us to move beyond the comforting and familiar. Innovation doesn’t always render old models obsolete—sometimes, they may even come full circle to represent the real next frontier. Nothing […]
The violation letters that started last September and continue this year might alter how brands craft DTC advertising. FDA is using a “totality of the evidence” standard to decide if an ad is in violation. That means they are now interpreting individual statements and creative elements together. While each statement might be true, FDA is […]
Direct-to-consumer (DTC) advertising once again took center stage during the Super Bowl. This year, four commercials aired that were directly related to prescription drugs or diagnostic testing—an increasing trend as pharmaceutical companies seek to make big, cultural-impact moments out of major live events. Historically, drug manufacturers have not heavily invested in Super Bowl advertising. That […]
