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# DTC Perspectives

 DTC Pharmaceutical Consumer Marketing Forum and Events

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## Posts

- [News](https://www.dtcperspectives.com/news/)
- [TV Ad Ban a Reality?](https://www.dtcperspectives.com/tv-ad-ban-a-reality/) - The FDA has launched a salvo at branded television advertising by trying to officially change the adequate provision rule, which allows for alternative means of risk disclosure. Eliminating adequate provision would force the full disclosure of all risks and side effects included in the approved label. This would effectively eliminate the ability to run
- [From Prescription to Persistence: How Nimble Is Helping Pharma Brands Drive Real-World Patient Impact](https://www.dtcperspectives.com/from-prescription-to-persistence-how-nimble-is-helping-pharma-brands-drive-real-world-patient-impact/) - Getting a patient diagnosed and prescribed is hard. Keeping them on therapy long enough to see real benefit? That's often even harder — and the stakes couldn't be higher. Most medications don't deliver their full effect after a single fill. Antidepressants require weeks of consistent use before therapeutic stabilization sets in. Biologics for chronic skin
- [The Billion-Dollar Blind Spot in Pharma Marketing](https://www.dtcperspectives.com/the-billion-dollar-blind-spot-in-pharma-marketing/) - Pharma’s next growth market isn’t a new drug. It’s an underserved audience. For decades, pharmaceutical marketing has prioritized scale over specificity, relying on broad campaigns designed to reach the “general market.” But as the United States becomes more diverse and patient expectations evolve, that definition no longer reflects reality. Today, growth in healthcare is being
- [The Omnichannel Audience: Why Portability Is the Key](https://www.dtcperspectives.com/the-omnichannel-audience-why-portability-is-the-key/) - Pharmaceutical direct-to-consumer (DTC) marketing has grown increasingly complex. Today’s patients and caregivers don’t engage with brands in a straight line; they move seamlessly between streaming platforms, social media, search engines, display ads, and even offline channels. From their perspective, it’s one continuous experience—not a collection of separate campaigns. Yet many pharma marketers still build and
- [The Shift to Direct-to-Patient (DTP) Pharmaceutical Sales: The Impact on Patients & Brands // A Strategic POV](https://www.dtcperspectives.com/the-shift-to-direct-to-patient-dtp-pharmaceutical-sales-the-impact-on-patients-brands-a-strategic-pov/) - 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
- [As AI Scales, Authentic Engagement Becomes the Advantage](https://www.dtcperspectives.com/as-ai-scales-authentic-engagement-becomes-the-advantage/) - 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
- [How Will The Kennedy FDA Impact DTC Television Creativity](https://www.dtcperspectives.com/how-will-the-kennedy-fda-impact-dtc-television-creativity/) - FDA’s “totality of evidence” standard is reshaping DTC TV advertising, forcing brands to adjust creative approaches while maintaining consumer engagement.
- [Super Ads for the Super Bowl](https://www.dtcperspectives.com/super-ads-for-the-super-bowl/) - Four pharma Super Bowl ads reveal how DTC is evolving, from disease education to GLP-1 marketing, even as FDA scrutiny grows.
- [WHERE CULTURE MEETS AI: SCALING THE HUMAN-CENTERED HEALTHCARE EXPERIENCE](https://www.dtcperspectives.com/where-culture-meets-ai-scaling-the-human-centered-healthcare-experience/) - AI is transforming healthcare engagement at unprecedented speed. Here's what most organizations are missing: automation without cultural intelligence creates irrelevance, inequity, and missed opportunity. With over 40% of Americans identifying as multicultural, our groundbreaking white paper reveals how the convergence of AI and cultural intelligence is reshaping patient engagement and why brands that master this intersection will own the future of
- [FDA 9/9 Letters Update: What Changed in DTC Advertising](https://www.dtcperspectives.com/fda-9-9-letters-update-what-changed-in-dtc-advertising/) - The FDA 9/9 letters reshaped DTC advertising. Three months later the real impact is emerging, from ad pauses to pushback on net impression claims.
- [Read this Before You Automate Patient Content](https://www.dtcperspectives.com/read-this-before-you-automate-patient-content/) - "When you talk to a doctor or a lawyer, there's medical privileges, legal privileges. There's no current concept of that when you talk to an AI, but maybe there should be." —Sam Altman, The Atlantic (2024) Take it from the CEO of OpenAI: Confidentiality and privacy protections are among the biggest unresolved issues for those
- [The End of DTC? Time to Rethink Patient Engagement](https://www.dtcperspectives.com/the-end-of-dtc-time-to-rethink-patient-engagement/) - If the FDA’s targeting of TV ads and social media influencers makes one thing clear, it’s that the biopharma industry is under the microscope. Promotions once considered “safe” are now fair game for untitled letters, warning letters and cease-and-desists. Understanding this new environment matters, but it is not the real story. The real story is
- [From Outreach to Ownership: Why Cocreation Should Start Now—And Never Stop](https://www.dtcperspectives.com/from-outreach-to-ownership-why-cocreation-should-start-now-and-never-stop/) - To build trust and relevance, and achieve better outcomes, life science companies must embrace cocreation early, often, and intentionally. After being told she had metastatic breast cancer, Jackie* was devastated. Was this the end of the road then? What about her kids, her husband? There was little energy left in the tank but she saw
- [The Tidal Wave of Violation Letters: FDA Turns Up the Heat on DTC Advertisers](https://www.dtcperspectives.com/the-tidal-wave-of-violation-letters-fda-turns-up-the-heat-on-dtc-advertisers/) - FDA issues a surge of untitled letters, challenging TV drug ads for misleading impressions and weak fair balance.
- [Is This the End of TV Drug Ads?](https://www.dtcperspectives.com/is-this-the-end-of-tv-drug-ads/) - Trump’s directive could end DTC drug ads on TV. Discover what this policy shift means for pharma, media, and patients.
- [Measurable Outcomes: The Impact of Coordinated HCP and DTC Campaigns](https://www.dtcperspectives.com/measurable-outcomes-the-impact-of-coordinated-hcp-and-dtc-campaigns/) - Patients and providers often engage with health content during overlapping time frames. When HCPs and consumers are aligned, behaviors change and brands grow. While many marketers see HCP and DTC alignment as ideal but difficult to execute, the landscape is shifting. With the trend toward health consumerization, today’s patients are more informed, empowered, and proactive.
- [DTC Marketing in 2025: It’s Time to Rethink the Conversation](https://www.dtcperspectives.com/dtc-marketing-in-2025-its-time-to-rethink-the-conversation/) - I recently returned from the DTC National conference, and one theme was clear across nearly every session: hotel carpet has endless charm. But also ... the traditional direct-to-consumer marketing playbook is overdue for a revamp. In an industry that still leans heavily on the familiar “ask your doctor” message, it’s becoming increasingly clear that our
- [Transforming Data Compliance into a Competitive Edge:  The Role of AI in Aligning DTC Marketing and Regulatory Goals](https://www.dtcperspectives.com/transforming-data-compliance-into-a-competitive-edge-the-role-of-ai-in-aligning-dtc-marketing-and-regulatory-goals/) - In the rapidly evolving landscape of direct-to-consumer (DTC) pharmaceutical marketing, data compliance has traditionally been viewed only as a necessity— which is often perceived as a constraint on marketing-driven growth, personalization, and operational agility. The advent of artificial intelligence (AI) is revolutionizing this perspective, positioning data compliance as a strategic asset that enhances marketing effectiveness,
- [NEXT-GENERATION BRAND PLANNING: Some (Unexpected) Worrying Trends Demand a Rethink on Brand Planning](https://www.dtcperspectives.com/next-generation-brand-planning-some-unexpected-worrying-trends-demand-a-rethink-on-brand-planning/) - In our third annual report on the state of brand planning, EVERSANA surveyed nearly 100 brand planning executives across biopharmaceuticals, diagnostics and medical devices. This year, we expanded our assessment by hosting 111 marketing leaders from around the globe at a client advisory board in Napa Valley, California, to hear firsthand about key advancements and
- [Trump’s Drug Pricing Executive Order: What It Means for Pharma and DTC Advertising](https://www.dtcperspectives.com/trump-drug-pricing-executive-order-dtc-advertising-impact/) - Trump’s Executive Order may shake up drug pricing by tying it to international benchmarks. Here's what that could mean for pharma profits, and DTC advertising.
- [DTC Advertising Ban? What Pharma Marketers Need to Know in 2025](https://www.dtcperspectives.com/dtc-advertising-ban-2025-report/) - Explore expert insights from DTC National 2025 on the potential DTC advertising ban, FDA updates, and compliance advice for pharma marketers.
- [Transforming Biopharma’s Approach to Patient Engagement with Direct-to-Patient Programs](https://www.dtcperspectives.com/transforming-biopharmas-approach-to-patient-engagement-with-direct-to-patient-programs/) - Biopharma companies face increasing challenges engaging patients, and patients face increasing challenges accessing timely, personalized, and convenient healthcare. Despite increased investment in product promotion, 1 in 4 patients still avoid seeking care and treatment because it’s inconvenient¹. This gap between patients and the care they need underscores an urgent call for innovative solutions that not
- [The Essential Role of Weather in Health and Wellness Marketing Strategies](https://www.dtcperspectives.com/the-essential-role-of-weather-in-health-and-wellness-marketing-strategies/) - Health and wellness marketers have no shortage of challenges. Staying relevant with health-conscious consumers. Navigating strict compliance regulations. Finding ways to stand out and connect with the right consumer in a stacked marketplace – to name a few. The rewards are there, though, for brands who can break through. The $1.8 trillion global health and
- [The Four Hidden Risks of “Data-Driven” DTC Audiences: Solving the Data Lag Dilemma in DTC Audience Segmentation](https://www.dtcperspectives.com/the-four-hidden-risks-of-data-driven-dtc-audiences-solving-the-data-lag-dilemma-in-dtc-audience-segmentation/) - Data is at the heart of pharma marketing—and the key to unlocking “right time, right place, right patient” strategies. In today’s highly competitive consumer landscape, it’s not enough to rely on broad demographics, lookalikes, cookies, or other generalized audience approaches. That’s why pharma brands and their agency partners look to real-world medical claims and other
- [DTC Can Impact Coverage](https://www.dtcperspectives.com/dtc-can-impact-coverage/) - DTC ads influence not just consumers but also insurers, shaping drug coverage decisions. See how demand pressures insurers to expand access to new treatments.
- [The Case for More Drug Advertising: Are FDA Rules Holding Patients Back?](https://www.dtcperspectives.com/the-case-for-more-drug-advertising-are-fda-rules-holding-patients-back/) - Dr. John Goodman argues that FDA regulations on drug ads hinder public awareness. Should pharma ads focus on benefits and leave risk discussions to doctors?
- [From Products to People: Transforming Pharma with Customer-Centricity](https://www.dtcperspectives.com/from-products-to-people-transforming-pharma-with-customer-centricity/) - Pharmaceutical companies stand at the crossroads of a transformative era. Traditional product-centric approaches, once the cornerstone of most of pharma’s commercial strategies, are rapidly becoming obsolete. With the imminent patent cliff threatening revenues (The Healthcare Technology Report), fewer blockbusters projected to hit the market (MM&M Online)​, and intensified competition (Fierce Pharma)​, companies recognize the need
- [A Matter of Trust-Health Information in the Age of Social Media: Who Do Consumers Turn to—and Trust?](https://www.dtcperspectives.com/a-matter-of-trust-health-information-in-the-age-of-social-media-who-do-consumers-turn-to-and-trust/) - Trust in online health info is shifting. Learn how consumers navigate misinformation, privacy, and credibility in the social media age.
- [Congress Acts on Telemedicine Drug Advertising Regulation](https://www.dtcperspectives.com/congress-acts-on-telemedicine-drug-advertising-regulation/) - Congress is taking action to regulate telemedicine drug advertising, ensuring fair balance and FDA oversight for online prescription sales.
- [Navigating a Cookieless Future: What Pharma Marketers Need to Know](https://www.dtcperspectives.com/navigating-a-cookieless-future-what-pharma-marketers-need-to-know/) - Although Google delayed the full phase-out of third-party cookies in Chrome, the digital marketing landscape is still evolving toward a cookieless future. Pharma marketers should utilize this time to refocus on first-party data activation as third-party cookies become less relevant and less reliable. The 2024 Adobe Cookieless Research Report found that nearly half of the
- [Exploring the Possible](https://www.dtcperspectives.com/exploring-the-possible/) - One of the things we do at DTC Perspectives is speculate on the future of DTC. No time in DTC history has been as uncertain as now with the Kennedy confirmation. One thing we have learned about the second Trump term is nothing can be ruled out. The idea of incrementalism in policy adjustments is
- [Super Ads?](https://www.dtcperspectives.com/super-ads/) - Novartis, Pfizer, and Hims & Hers shook up Super Bowl advertising with bold, unconventional healthcare ads—pushing boundaries in pharma and direct-to-consumer marketing.
- [Kennedy Will Be Confirmed.](https://www.dtcperspectives.com/kennedy-will-be-confirmed/) - Robert Kennedy Jr. advances toward HHS confirmation. His stance on pharma and DTC advertising raises concerns about the future of healthcare policy.
- [Why Growth with Nimble is Built on Retention](https://www.dtcperspectives.com/why-growth-with-nimble-is-built-on-retention/) - In the ever-evolving healthcare landscape, Nimble has emerged as a pivotal solution for pharmacies and Life Science companies aiming to achieve sustained growth through enhanced retention. With its integrated technology platform, Nimble not only streamlines pharmacy operations but also unlocks significant revenue opportunities for Life Science companies by reaching millions of high-intent patients. How Nimble
- [Congress and DTC Price Disclosure](https://www.dtcperspectives.com/congress-and-dtc-price-disclosure/) - Congress is pushing for drug price disclosure in DTC ads—again. Here's why this policy is misleading, ineffective, and harmful to consumers.
- [Are Reminder Ads Making a Comeback?](https://www.dtcperspectives.com/are-reminder-ads-making-a-comeback/) - Explore the evolving role of :15 second reminder ads in DTC pharma marketing. Are they ethical and effective, or do they confuse consumers?
- [Check the Pulse of Your Heart Health Marketing](https://www.dtcperspectives.com/check-pulse-heart-health-marketing/) - Explore how heart health marketing at the point of care drives patient education and brand awareness, improving treatment outcomes and supporting pharma success
- [Impacting the Opioid Epidemic at the Point of Care](https://www.dtcperspectives.com/impacting-opioid-epidemic-point-care/) - Learn how PatientPoint and Shatterproof's opioid education program at the point of care is helping reduce opioid prescriptions and raise awareness on addiction.
- [How Point of Care Complements Other Healthcare Marketing Tactics](https://www.dtcperspectives.com/point-care-complements-healthcare-marketing-tactics/) - Learn how Point of Care marketing enhances healthcare tactics, boosts ROI, improves targeting, and supports health literacy
- [Point of Care Demands a Modern Marketing Strategy](https://www.dtcperspectives.com/point-care-demands-modern-marketing-strategy/) - Unlock the full value of Point of Care sponsorship programs with a varied media mix that blends print and digital tactics for higher engagement and ROI.
- [DTC in Perspective: Patient Engagement--The Hot Topic](https://www.dtcperspectives.com/dtc-in-perspective-patient-engagement-the-hot-topic/) - We are hearing the term patient engagement a lot these days. It is the subject of many blogs, articles and conferences. But what is it? That depends on who is defining it. From a drug makers perspective patient engagement is getting prospective drug users to know about your disease category, drug and keeping them persistent
- [DTC in Perspective: Point of Care (POC) Marketing Challenges](https://www.dtcperspectives.com/dtc-perspective-point-care-poc-marketing-challenges/) - I see doctors more than I used to due to my advancing age. That gives me a chance to see more point of care marketing as I go to my many specialists for a variety of ailments. I often wonder how much patients are receptive to being educated while in the waiting room or in
- [The Power of Point of Care in the Marketing Channel](https://www.dtcperspectives.com/power-point-care-marketing-channel/) - Discover how Point of Care (POC) marketing impacts patient behavior, supports health journeys, and complements traditional channels with empathetic and targeted messaging.
- [Harnessing the Power of Artificial Intelligence](https://www.dtcperspectives.com/harnessing-the-power-of-artificial-intelligence/) - Discover how AI is transforming DTC marketing with faster ad creation, personalized strategies, and innovative tools to better connect with patients.
- [Jardiance and The Turtles](https://www.dtcperspectives.com/jardiance-and-the-turtles/) - Jardiance's shift from musical-themed diabetes ads to CGI turtles for CKD sparks debate on creative consistency and brand image in DTC advertising.
- [DTC Advertising and the Clutter Trap: A Call for Creativity](https://www.dtcperspectives.com/dtc-advertising-and-the-clutter-trap-a-call-for-creativity/) - I have been a close observer of DTC advertising for about 28 years. One of the issues I have is that most DTC television ads still have a similar look. You all know the type of ad that starts with some actor patients saying they have condition X, so they asked their doctor about drug
- [Unveiling the Agenda for the 25th Annual DTC National Conference in Boston!](https://www.dtcperspectives.com/unveiling-the-agenda-for-the-25th-annual-dtc-national-conference-in-boston/) - The 25th Annual DTC National Conference is your gateway to discovering the cutting-edge strategies redefining direct-to-consumer (DTC) marketing in pharma. Set to take place April 2025 at the Westin Copley Place in Boston, this milestone event promises to bring together the brightest minds and trailblazing leaders in the industry. Join us as we tackle the
- [Weight Loss DTC Will Boom: GLP-1 Drugs Reshape the Market](https://www.dtcperspectives.com/weight-loss-dtc-will-boom-glp-1-drugs-reshape-the-market/) - The obesity drug market potential is staggering. America is overweight. I am overweight. My friends are overweight. Willpower is obviously not the solution because most of us cannot sustain it. We need to get by with a little help. About 40% of adults in America are obese according to the CDC. Thankfully, we have two
- [Revolutionizing Pharma: The Rise of Direct to Consumer Pharmaceutical Drugs](https://www.dtcperspectives.com/revolutionizing-pharma-the-rise-of-direct-to-consumer-pharmaceutical-drugs/) - One of the current trends in DTC marketing is the availability of some branded drugs shipped directly from the manufacturer. Some pharmaceutical companies are starting to cut the wholesalers and retailers out of the purchase cycle. While still in its infancy, the direct to consumer operations have enormous implications for how consumers will get their
- [DTC in Perspective: Drug Prices in DTC Ads? Bad Idea Gets Traction.](https://www.dtcperspectives.com/dtc-perspective-drug-prices-dtc-ads-bad-idea-gets-traction/) - The Senate recently passed an amendment to a larger health care bill that requires drug prices be disclosed in DTC Ads. The Durbin amendment was adopted with bipartisan support. It really just gives HHS a million dollars to study a way to require the disclosure. What is clear is this idea has strong support from
- [DTC in Perspective: Keytruda Enters the DTC Arena](https://www.dtcperspectives.com/dtc-perspective-keytruda-enters-dtc-arena/) - Merck’s cancer drug Keytruda recently began its DTC campaign competing with Bristol Myers’ Opdivo. What is significant is that highly targeted drug categories continue to invest heavily in DTC. Keytruda is a biologic injection that has indications for non small cell lung cancer, advanced melanoma and head and neck cancer. The market is small by
- [DTC in Perspective: Negative Drug Media Stories Can Do Harm](https://www.dtcperspectives.com/dtc-perspective-negative-drug-media-stories-can-harm/) - Explore how sensational media coverage on prescription drugs can lead to unintended health consequences, from patients abandoning life-saving treatments to the rise of vaccine hesitancy. Learn why balanced reporting is crucial in healthcare.
- [To Ban or Not to Ban? The Future of DTC Under Kennedy’s Leadership](https://www.dtcperspectives.com/to-ban-or-not-to-ban-the-future-of-dtc-under-kennedys-leadership/) - Explore the potential impact of Robert Kennedy Jr.'s nomination to head HHS on the future of direct-to-consumer (DTC) pharmaceutical advertising. Understand the legal and regulatory challenges that could reshape the industry.
- [Trump and Pharma](https://www.dtcperspectives.com/trump-and-pharma/) - The election of Donald Trump is having pharmaceutical companies evaluate how things may change in terms of legislation and regulation. Trump is not yet clear on his moves regarding pharma. In his first term, he criticized the drug companies for pricing higher in the U.S. than other developed countries. Republicans in Congress have generally not
- [Bernie Sanders Hearing on Drug Prices](https://www.dtcperspectives.com/bernie-sanders-hearing-on-drug-prices/) - On September 24, Novo Nordisk CEO Lars Jørgensen testified before the Senate which I watched on C-SPAN. He was asked to appear to discuss the reasons for high prices for GLP-1 diabetes drug Ozempic and its weight loss sister drug Wegovy. The savaging of drug company pricing policies is an ongoing cause for Sen. Sanders.
- [The Implications of the Ubrelvy Letter from OPDP](https://www.dtcperspectives.com/the-implications-of-the-ubrelvy-letter-from-opdp/) - On 8/29/24, AbbVie received a notice from FDA’s OPDP that their Serena Williams DTC television ad violated the FD&C Act. The reasons cited are for overstating the benefits of Ubrelvy. The untitled letter illustrates the difficulties pharmaceutical companies face in presenting benefit information that satisfies FDA requirements. Ubrelvy tried to meet FDA requirements and do
- [FOFO: Fear of Finding Out and the Impact of the Washington My Health My Data Act on Pharmaceutical Company Compliance](https://www.dtcperspectives.com/fofo-fear-of-finding-out-and-the-impact-of-the-washington-my-health-my-data-act-on-pharmaceutical-company-compliance/) - The recently passed Washington My Health My Data (MHMD) Act stands as a significant legislative milestone, reshaping data requirements for pharmaceutical companies and raises a new specter of non-compliance. Against a backdrop of increasing regulatory scrutiny and privacy concerns, understanding the implications of the MHMD Act is a critical first step and learning that they
- [The TikTok Ban and What it Means for Pharma Marketers](https://www.dtcperspectives.com/the-tiktok-ban-and-what-it-means-for-pharma-marketers/) - What’s happening with TikTok? As many of you have heard, TikTok has been formally banned in the U.S. (it will take effect by January 2025 at the earliest). The major reason for the ban is the national security threat from the Chinese government, which could potentially use it to spy on Americans or weaponize it
- [Using Heuristics and Powerful Creative to Connect HCPs to Your Brand](https://www.dtcperspectives.com/using-heuristics-and-powerful-creative-to-connect-hcps-to-your-brand/) - Healthcare providers are analytical and methodical professionals who make important decisions every day affecting the lives of their patients. Constant learning is critical to their performance. But HCPs are also human, with egos, personal lives, daily pressures, and jobs that impose long hours and high demands. Their time and attention are at a high premium.
- [Patients need more support at the start of their care journey. Here’s how to help](https://www.dtcperspectives.com/patients-need-more-support-at-the-start-of-their-care-journey-heres-how-to-help/) - For some patients, particularly those with rare diseases, determining the cause of their symptoms can be a years-long struggle. To help them find the right diagnosis, they need educational materials that can connect them to appropriate care and empower them to take control of their health. Tara Sheehy, Director of Client Experience at Phreesia, explained
- [Artificial Intelligence and DTC Marketing: The Real Opportunities](https://www.dtcperspectives.com/artificial-intelligence-and-dtc-marketing-the-real-opportunities/) - The transformative power of artificial intelligence is just beginning to be realized in pharmaceutical marketing. While machine learning and AI have been around for years, it’s only recently that we’ve found ourselves in what I often describe as a technological Wild West. (Interesting sidenote affirming my choice of words: AI summarizes Wild West as “a
- [Women’s Health: 5 Trends to Watch for in 2024](https://www.dtcperspectives.com/womens-health-5-trends-to-watch-for-in-2024/) - ECG keeps a watchful eye on trends in women’s health. In 2023 we saw a birth rate that stabilized overall, with variability at local levels; unit closures; growing demand for high-risk services; and provider shortages. Will those trends continue in the new year? Here are five key drivers that we expect to shape women’s health
- [Unlocking Patient Engagement: The FDA Wants You to Know This](https://www.dtcperspectives.com/unlocking-patient-engagement-the-fda-wants-you-to-know-this/) - Career highs and lows sometimes feel random: We often call a success “lucky” and a setback “unfortunate.” In biopharma, we may think of a drug launch that turns out to be a blockbuster as such a lucky break. But possible setbacks lurk all along the drug life cycle: The molecule might not meet its endpoints,
- [Embracing the Cookieless World: A New Era for Pharmaceutical Marketers in Direct-to-Consumer Advertising](https://www.dtcperspectives.com/embracing-the-cookieless-world-a-new-era-for-pharmaceutical-marketers-in-direct-to-consumer-advertising/) - Welcome to the cookieless era, pharmaceutical marketers! The digital landscape is changing, and it's time to adapt. With the phasing out of third-party cookies, we are entering a new age of direct-to-consumer advertising. This shift presents both challenges and opportunities for pharmaceutical marketers. Let's explore how to navigate this change successfully. Understanding the Cookieless Landscape
- [DTC communication will ‘fundamentally change’ in 2024—here’s what to know](https://www.dtcperspectives.com/dtc-communication-will-fundamentally-change-in-2024-heres-what-to-know/) - Brace yourselves for another year of rapid evolution across the digital landscape. That’s the takeaway from talks with eight industry leaders, who see advances in artificial intelligence, personalized messaging and channel optimization shaping direct-to-consumer (DTC) communications in 2024. Predictions about new and intensifying trends are an annual tradition, but the changes in store for 2024
- [Digital disruption is transforming the online world—here’s how to keep reaching patients](https://www.dtcperspectives.com/digital-disruption-is-transforming-the-online-world-heres-how-to-keep-reaching-patients/) - Digital disruption is forcing a reevaluation of how to connect with patients. Responding to a series of major events—from upheaval at Twitter to the phasing out of third-party cookies—brands are adopting nimbler, more data-driven models that empower them to quickly switch tactics as the operating environment changes and they learn which approaches work best. Amy
- [2024 Direct-to-Consumer Pharmaceutical Marketing Trends: A Strategic Blueprint](https://www.dtcperspectives.com/2024-direct-to-consumer-pharmaceutical-marketing-trends-a-strategic-blueprint/) - As we move into 2024, the direct-to-consumer (DTC) pharmaceutical marketing landscape is undergoing significant transformations. With an evolving regulatory environment and advancing digital platforms, marketers need a forward-thinking strategy to stay ahead. This article will guide you through the forecasted trends and necessary adaptations for your campaigns this year. Digital Domination in DTC Marketing The
- [Bridging the Gap: Marketing New-Age Mental Health Treatments to Diverse Audiences](https://www.dtcperspectives.com/bridging-the-gap-marketing-new-age-mental-health-treatments-to-diverse-audiences/) - In a healthcare world rapidly evolving beyond one-size-fits-all solutions, we are at the cusp of a significant shift. Traditional mental health treatments, while effective for some, often fall short for others, leading to a growing interest in alternative therapies. This change is driven by varied and complex reasons, from cultural beliefs and stigmatization to practical
- [Femtech: Changing the Game in Women's Health Care](https://www.dtcperspectives.com/femtech-changing-the-game-in-womens-health-care/) - Femtech is revolutionizing women's health care, and it's about time! This isn't just another tech trend; it's a major shift in how women access and manage their health. From period-tracking apps to breast cancer detection innovations, femtech is making waves and transforming lives. Let's dive into some groundbreaking examples of femtech and see how they're
- [Bringing Diversity to Clinical Trials: An Essential Step for Better Healthcare](https://www.dtcperspectives.com/bringing-diversity-to-clinical-trials-an-essential-step-for-better-healthcare/) - Imagine you're a patient needing treatment, but the medicine was only tested on a group that doesn't include people like you. That's a big problem in healthcare today, as many clinical trials lack participation from diverse groups. This lack of representation presents numerous challenges but also offers opportunities for meaningful change. Barriers to Diversity in
- [Great DTC Creative is Different](https://www.dtcperspectives.com/great-dtc-creative-is-different/) - Later this month, I am serving on a panel that will discuss how Pharma companies develop "great DTC creative". While there is no recipe for great advertising (in general), the tactics leading to the goal are the same. Draw attention, make it relevant, deliver a powerful (and if possible distinctive message) and spark action. Basically
- [Many cancer patients don’t fully understand their condition. Here’s how to help](https://www.dtcperspectives.com/many-cancer-patients-dont-fully-understand-their-condition-heres-how-to-help/) - Clearly understanding their diagnosis and treatment plan is vital for cancer patients in order for them to have an optimal treatment experience. In fact, studies have linked patient education to reduced depression and side effects from cancer therapies. Yet new data shows there are critical gaps in cancer patients’ knowledge about their condition and treatment.
- [Three Considerations for Pharma Advertisers Switching from Linear TV to CTV](https://www.dtcperspectives.com/three-considerations-for-pharma-advertisers-switching-from-linear-tv-to-ctv/) - For decades, traditional or linear TV has dominated the budgets of pharma advertisers. To meet industry recommendations developed decades ago, which call for audience sizes to be at least 10% of the targetable population, life sciences companies have turned to TV where it’s possible to reach millions at scale. However, something interesting happened in 2022:
- [Patients with chronic conditions are overwhelmed with information. What’s the best way to connect with them?](https://www.dtcperspectives.com/patients-with-chronic-conditions-are-overwhelmed-with-information-whats-the-best-way-to-connect-with-them/) - In today’s digital world, patients with chronic conditions are inundated with messaging—but that messaging often doesn’t come close to aligning with their individual healthcare journey. To effectively reach and engage these patients, it’s vital to embrace personalization and curate content tailored to discrete patient segments, according to a panel of industry experts who discussed
- [COPD Patients Need Better Communication with Their Doctors. Here's How to Help](https://www.dtcperspectives.com/copd-patients-need-better-communication-with-their-doctors-heres-how-to-help/) - Chronic lower respiratory diseases are the sixth leading cause of death in the U.S., making them more deadly than conditions such as Alzheimer’s disease and diabetes.1 The good news is that there are several medications available to treat this group of illnesses, which include chronic obstructive pulmonary disease (COPD), and improve these individuals’ quality of
- [Telehealth is creating new DTC opportunities—here’s how](https://www.dtcperspectives.com/telehealth-is-creating-new-dtc-opportunities-heres-how/) - The point of care has changed dramatically over the past few years, with virtual platforms emerging as a major forum for patient-provider interactions. And that means DTC campaigns need to change, too. A Phreesia survey of almost 2,000 patients added to evidence that the pandemic has had lasting effects on telehealth usage. More than one-third
- [2022 DTC Creative Assessment](https://www.dtcperspectives.com/2022-dtc-perspectives-creative-assessment/) - I decided to use this forum to celebrate some of the bravest and boldest work I have seen over the course of the past year. By that, I mean those brands that continued to re-set the bar for what “excellent” looks like in the DTC space. Those that help remind us all why we are
- [Treatment and condition awareness is lagging for constipation patients—here’s how to improve it](https://www.dtcperspectives.com/treatment-and-condition-awareness-is-lagging-for-constipation-patients-heres-how-pharma-marketers-can-help/) - Constipation affects millions of Americans each year, but many patients have not yet found an adequate medication to control their constipation symptoms, new Phreesia data shows. However, there’s a key opportunity to boost education and help patients get on the proper treatments—and that’s by reaching them at the point of care. Half (50%) of surveyed
- [Best Practices for Open Enrollment Advertising for Insurers](https://www.dtcperspectives.com/best-practices-for-open-enrollment-advertising-for-insurers/) - The health care insurance industry is preparing for open enrollment (OE) in the fall. Insurers are plotting their approach for effective use of consumer advertising to drive OE success. There are three unique and challenging characteristics of OE advertising for insurers: specific, short time period (October – December) marketplace is cluttered with advertisers enrollment is
- [How Privacy-Safe Health Data Will Transform Digital Marketing in Pharma](https://www.dtcperspectives.com/how-privacy-safe-health-data-will-transform-digital-marketing-in-pharma/) - The last decade saw an explosion of health data from sources including the digitization of health records, genomics, wearables, insurance claims, and more – which by some estimates now represents about 30% of the world’s data volume. When combined with the power of machine learning, this data has the potential to reveal new insights into
- [Type 2 Diabetes Patients Need More Disease Management Support—How Can Pharma Help?](https://www.dtcperspectives.com/type-2-diabetes-patients-need-more-disease-management-support-how-can-pharma-help/) - Many Type 2 diabetes patients worry about their disease, leading to a significant impact on their mental health—especially for younger diabetics. However, those concerns present fresh opportunities for pharma companies to ultimately improve outcomes for Type 2 diabetes patients by offering them the support tools and resources they most want. Diabetes has a pervasive effect
- [Addressing the Misrepresentation of Patients in Healthcare Marketing](https://www.dtcperspectives.com/addressing-the-misrepresentation-of-patients-in-healthcare-marketing/) - It was a typical Thursday morning in Medical, Legal, and Regulatory (MLR) review, and we were about to review a simple branded banner ad for a prostate cancer drug. The team has always been accustomed to allotting 15 to 30 minutes at most to review a tactic as simple as a banner ad, but this
- [How Can Pharma Win LGBTQ+ Patients’ Trust?](https://www.dtcperspectives.com/how-can-pharma-win-lgbtq-patients-trust/) - The LGBTQ+ community encompasses a wide range of patients across all races, ethnicities and gender identities. However, when seeking healthcare resources and support, many of these patients feel underrepresented and mistrustful of pharma advertising, new data shows. Less than half (44%) of LGBTQ+ patients feel that pharma ads reflect their experience as members of the
- [2022 Top 25 DTC Marketers of the Year Announced](https://www.dtcperspectives.com/2022-class-of-top-25-dtc-marketers-of-the-year-named/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 21st Annual list of the “Top 25 DTC Marketers of the Year.” This year’s class will be honored during a ceremony dinner on the evening of April 20th sponsored by PatientPoint, at the 2022 DTC National (part of the Xpectives.Health Summit taking
- [Overcoming Communication Challenges in Oncology](https://www.dtcperspectives.com/overcoming-communication-challenges-in-oncology/) - Cancer is the word that no patient or family member ever wants to hear, and it is news that no clinician wants to deliver. Yet, it is the second leading cause of death in the United States and each year more than 1.6 million people are diagnosed with cancer and nearly 600,000 die from it.[i]
- [Relationship Marketing in Rare Disease](https://www.dtcperspectives.com/relationship-marketing-in-rare-disease/) - From a revenue perspective, there may be no industry that benefits from relationship marketing more than healthcare. And for rare disease’s patient/caregiver activations, it’s especially critical. Relationship marketing does what it says on the tin: it refers to any practice that extends the relationship between a brand and its target market, nurturing toward conversion (and
- [Lung cancer screening awareness is low. How can the industry get the word out?](https://www.dtcperspectives.com/lung-cancer-screening-awareness-is-low-how-can-the-industry-get-the-word-out/) - Certain cancer screening types, including mammograms and colonoscopies, are well-known among patients. But lung cancer screening isn’t one of them—and even high-risk patients aren’t getting the message. More than half of current smokers—54%—know little or nothing about lung-cancer screening, according to recent data from Phreesia Life Sciences, which surveyed more than 14,000 current and former smokers
- [2022 DTC Advertising Awards Finalists Announced](https://www.dtcperspectives.com/2022-dtc-advertising-awards-finalists-announced/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders, honors a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards are a part of the annual DTC National Conference, on April 20-21; all events are a part of the Xpectives.Health Summit in Boston. Sponsored by Phreesia, the
- [Reaching Rural Patients: How Pharma Marketers Can Best Engage Online](https://www.dtcperspectives.com/reaching-rural-patients-how-pharma-marketers-can-best-engage-online/) - While the notion has long prevailed that rural Americans live in the “digital dark,” new data suggests that rural patients are actually online just as much as their urban counterparts. And, thanks in part to widespread smartphone and data-plan usage, pharma marketers can now reach all patients—no matter their geographic location—more easily than ever before.
- [How Can Pharma Help More Chronically Ill Patients? Engage Their Caregivers Directly, Survey Says](https://www.dtcperspectives.com/how-can-pharma-help-more-chronically-ill-patients-engage-their-caregivers-directly-survey-says/) - Pharma companies don’t typically market directly to caregivers of patients with chronic conditions. But they might want to consider it, new data from Phreesia Life Sciences suggests. More than half of chronically ill patients rely on their caregivers to make healthcare decisions for them, according to a nationwide survey of more than 2,000 caregivers conducted
- [New CGRP Drugs are Flooding the Migraine Market—But They’re Not Making a Splash with Patients](https://www.dtcperspectives.com/new-cgrp-drugs-are-flooding-the-migraine-market-but-theyre-not-making-a-splash-with-patients/) - Since May 2018, several calcitonin gene-related peptide (CGRP) inhibitors have entered the migraine field, with no fewer than seven gaining U.S. Food & Drug Administration approval for acute migraine treatment and/or prevention. Thanks to this influx of new prescription therapies, the global migraine market is expanding, with some analysts expecting to see its value soar
- [How Advances in Market Research Help Transform the Patient Experience](https://www.dtcperspectives.com/how-advances-in-market-research-help-transform-the-patient-experience/) - For years, the DTC National Conference has showcased the best in direct-to-consumer Rx marketing. At the heart of DTC is the “Patient Experience,” essentially the sum total of each person’s unique journey from illness to treatment and, if the experience is successful, back to some kind of health or “new normal.” Companies use various metrics
- [Putting the Voice of Influencers Behind your Brand](https://www.dtcperspectives.com/putting-the-voice-of-influencers-behind-your-brand/) - Social media users respond to voice and human connection. People like people. This makes working with influencers an excellent way to impact your target audience. When the words “social media influencer” are thrown around, it can sometimes trigger thoughts of makeup brands, clothing companies, or even beauty supplements. However, the vast world of social media
- [Six Strategies for High-Impact Patient Engagement in 2022](https://www.dtcperspectives.com/six-strategies-for-high-impact-patient-engagement-in-2022/) - For the six in 10 Americans living with a chronic health condition, the COVID-19 pandemic took an especially difficult toll. 69% of people living with chronic disease report the pandemic has made it more difficult to manage their condition, and one in three say the symptoms of their condition worsened during the pandemic. Just as
- [Step into their world with InStep Health](https://www.dtcperspectives.com/step-into-their-world-with-instep-health/) - Sponsored Content Our networks, connecting with patients, and our measurement capabilities set us apart from other media partners. InStep Health is the only fully integrated marketing platform combining the power of digital activation programs with a proprietary network of over 250,000 HCPs and 24,000 pharmacies. At InStep Health, partnerships throughout the life sciences have created
- [Representation: The Key to Addressing Health Inequities Online](https://www.dtcperspectives.com/representation-the-key-to-addressing-health-inequities-online/) - Sponsored Content It’s clearer than ever — health inequities exist, and they need to be addressed. So how can we, as marketers and content creators, help bridge the gap? Which methods and strategies are most impactful? In this Q&A, Verywell’s Chief Medical Officer, Jessica Shepherd, MD, shares her thoughts on creating positive change and evolving
- [Welcome to the “new” Health Monitor](https://www.dtcperspectives.com/welcome-to-the-new-health-monitor/) - Sponsored Content WHILE “NEW” MAY SEEM AN OXYMORON FOR A COMPANY THAT IS NEARLY FOUR DECADES OLD, IT IS TRUE. HERE’S WHY: Today, the pace of change in healthcare communications is not just fast, it’s hyperspeed. The brand marketing plans of just two years ago are more than out of date. As the world evolves
- [4 Things Attitudinal Segmentation Allows You to Do](https://www.dtcperspectives.com/4-things-attitudinal-segmentation-allows-you-to-do/) - Sponsored Content Healthcare marketers who target consumers by age, gender, race, and ethnicity, or income, are potentially over-spending on media and missing a key to unlock both motivation and action. That’s because our current marketing and advertising ecosystem is built on demographic targeting instead of what consumers think. For decades, marketers have been limited to
- [Creative Critique](https://www.dtcperspectives.com/creative-critique-2/) - By Mike Brune of Ogilvy Health I’m pretty sure we can all agree, it’s been a year. A year when so many unbelievable, unprecedented, and unwelcomed events have taken their toll on family and friends, our work, our institutions, our sense of personal safety, in short, our lives. As I reviewed some of the most
- [Patients Need More Education Around Vaccines - And Not Just COVID-19 Vaccines: Surveys](https://www.dtcperspectives.com/patients-need-more-education-around-vaccines-and-not-just-covid-19-vaccines-surveys/) - Right now, the U.S public health officials, vaccine makers and other groups are striving to educate the public - and combat misinformation - about COVID-19 vaccines in a drive to improve vaccination rates and end the pandemic. But as new data show, it’s not just COVID-19 shots that patients need to learn more about. A
- [CDC Launches ‘Under the Paper Gown’ Web Series, Partners with Comedian Amber Ruffin](https://www.dtcperspectives.com/cdc-launches-under-the-paper-gown-web-series-partners-with-comedian-amber-ruffin/) - To encourage women to take an active role and have more open conversations with their gynecologists, the Centers for Disease Control and Prevention (CDC) launched a new web series, Under the Paper Gown. The six episode series will feature comedian Amber Ruffin and her sister Lacey Lamar, showcasing Amber’s growth “as she gains the knowledge and
- [150+ Community-Based Organizations Receive Support from CDC Foundation, Partners](https://www.dtcperspectives.com/150-community-based-organizations-receive-support-from-cdc-foundation-partners/) - To address issues of health disparities and advance health equity, the CDC Foundation and its partners pledged over $30 million in support to more than 150 community-based organizations (CBOs) “to promote COVID-19 vaccinations and reduce the disease’s burden.” As noted in the news release, “CBOs are uniquely positioned to provide culturally appropriate and community-tailored information about mitigation
- [3AF, Ad Council, and COVID Collaborative Join Forces on Innovative Campaign](https://www.dtcperspectives.com/3af-ad-council-and-covid-collaborative-join-forces-on-innovative-campaign/) - The Asian American Advertising Federation (3AF) has partnered with the Ad Council and the COVID Collaborative to create an innovative, new campaign aimed at educating Asian Americans with “information and resources they need to make informed decisions about getting vaccinated against COVID-19,” stated the news release. Launching this week exclusively on Asian media in the US
- [FDA Approves Pfizer-BioNTech’s COVID-19 Vaccine](https://www.dtcperspectives.com/fda-approves-pfizer-biontechs-covid-19-vaccine/) - The first vaccine for COVID-19 was approved by the FDA on Aug 23, 2021. The Pfizer-BioNTech vaccine will now be marketed as Comirnaty for those aged 16 and older. For those aged 12-15 years as well as immunocompromised individuals needing a third dose, the vaccine is still available under emergency use authorization (EUA). Click here
- [IQVIA Report IDs Digital Health Tool Trends](https://www.dtcperspectives.com/iqvia-report-ids-digital-health-tool-trends/) - IQVIA analyzed four key areas in regards to digital health trends: innovation, evidence, regulation, and adoption. The report, by the IQVIA Institute for Human Data Science, found that "more than 90,000 digital health apps [were] added [to app stores worldwide] in 2020", bringing the total apps available to consumers to over 350,000. Apps can be
- [COVID-19 Educational Mobile Tour Focuses on Hard-to-Reach Latino Residents, Reaches NJ in July](https://www.dtcperspectives.com/covid-19-educational-mobile-tour-focuses-on-hard-to-reach-latino-residents-reaches-nj-in-july/) - UnidosUS and AARP have teamed up to educate hard-to-reach Latinos on the benefits of COVID-19 vaccines through a mobile tour. As a part of UnidosUS' Esperanza Hope for All campaign, this tour will provide attendees with answers to their questions and distribute bilingual educational materials at their various stops, which will also be held in
- [CMS Launches 'Summer Sprint to Coverage' Campaign](https://www.dtcperspectives.com/cms-launches-summer-sprint-to-coverage-campaign/) - Five months after opening a special enrollment period for via HealthCare.gov, two million more Americans signed up for health insurance. In mid-July, The Biden-Harris Administration launched "Summer Sprint to Coverage" for the final 30 days before special enrollment closes. The Centers for Medicare & Medicaid Services (CMS) will run a series of testimonial ads during
- [Patients aren’t using pharma’s patient support programs. What can the industry do?](https://www.dtcperspectives.com/patients-arent-using-pharmas-patient-support-programs-what-can-the-industry-do/) - Sponsored Content Pharmaceutical companies pour billions of dollars each year into patient support programs, aiming to provide patients with drug information, financial assistance and other resources.But those resources aren’t actually reaching patients, new data say. Phreesia, which surveyed nearly 5,000 patients checking in for doctors’ appointments this past February and March, found that just 3%
- [Populus Media Expands Reach into Virtual Patient Acquisition through its Custom Connect Platform; Introduces PatientAccess Media](https://www.dtcperspectives.com/populus-media-expands-reach-into-virtual-patient-acquisition-through-its-custom-connect-platform-introduces-patientaccess-media/) - Sponsored Content Populus Media, the leader in virtual care media solutions, today announced the positioning of its Custom Connect service as the first virtual patient acquisition platform, allowing pharmaceutical companies to realize immediate script lift ROI from their existing digital media campaigns. The company’s Custom Connect platform allows pharmaceutical brands to immediately realize revenue through
- [Health Union Acquires WEGO Health](https://www.dtcperspectives.com/health-union-acquires-wego-health/) - Health Union has acquired WEGO Health, now making the company "the largest team of experts, patient advocates and healthcare leaders, reaching scale that has never before been achieved in social health," stated the press announcement. The combined forces allows them to connect with all patients, covering the spectrum from those "who passively seek information to
- [Immunization Rates Drop Among Teens & Adults During Pandemic, Finds GSK-Commissioned Analysis](https://www.dtcperspectives.com/immunization-rates-drop-among-teens-adults-during-pandemic-finds-gsk-commissioned-analysis/) - A claims-based analysis found that 26 million doses of CDC-recommended vaccines were missed in 2020. The report, commissioned by GSK and conducted by Avalere Health, an Inovalon Company, investigated claims from commercial, managed Medicaid, Medicare Advantage, and Medicare fee-for-service Part B from January through November 2020. When compared to the same time frame for 2019,
- [Major Players in Tech are Moving into Healthcare: What Does This Mean for the Industry?](https://www.dtcperspectives.com/major-players-in-tech-are-moving-into-healthcare-what-does-this-mean-for-the-industry/) - The term “healthcare” used to be reserved for working with the professionals: doctors, nurses, pharmacists, and others with the training to potentially deliver vital treatments and help improve patients’ lives. In quick fashion, several headlines during the COVID-19 pandemic have affected how we define what healthcare really means. Companies like Amazon, Microsoft, and even Uber
- [Digital Marketing: The Right Reach, Inspiring Influencers, and Mixing Tactile and Digital Exposure Methods.](https://www.dtcperspectives.com/digital-marketing-the-right-reach-inspiring-influencers-and-mixing-tactile-and-digital-exposure-methods/) - Sponsored Content Today, digital marketing has carved out a place for itself in virtually every business sector, including healthcare. This omnipresent technology is constantly evolving and presenting users with new capabilities through improved reach and retargeting capabilities. It’s a technology with countless proven uses, yet it still leaves many people wondering—what will be next? Over
- [AMA Creates Strategic Plan to Address Racial Injustice and Inequality in Health](https://www.dtcperspectives.com/ama-creates-strategic-plan-to-address-racial-injustice-and-inequality-in-health/) - In June 2018, the American Medical Association's Annual House of Delegates meeting set out to devise a strategic plan that would "progress toward health equity." The AMA Center for Health Equity was launched in April 2019, helmed by its first Chief Health Equity Officer, Aletha Maybank, M.D., M.P.H.. It was announced in May 2021 that
- [Vaccinate Your Family, Merck Launch 'Don't Skip' Public Health Campaign](https://www.dtcperspectives.com/vaccinate-your-family-merck-launch-dont-skip-public-health-campaign/) - It was announced recently that Vaccinate Your Family and Merck would be teaming up to launch a new public health campaign, Don't Skip, to encourage people to keep up-to-date on all recommended vaccines. According to Merck's news release, the PSA features actress, activist, and author Gabrielle Union-Wade alongside her husband, retired NBA all-star champion Dwyane
- [InStep Health Speaks to Beet.TV about Teaming with DeepIntent to Reach Patient Subsets](https://www.dtcperspectives.com/instep-health-speaks-to-beet-tv-about-teaming-with-deepintent-to-reach-patient-subsets/) - As medications target more niche audiences, it can be difficult for pharmaceutical marketers to reach their sought-after sub-populations from the greater patient pool. Dan Wilmer, Chief Product Officer of InStep Health, detailed in an interview, shared yesterday, how partnering with DeepIntent allowed them to utilize cutting-edge data-driven capabilities for a multichannel brand campaign: "What [our
- [Ad Council, Phreesia Partnership Brings Added Awareness to Alzheimer's](https://www.dtcperspectives.com/ad-council-phreesia-partnership-brings-added-awareness-to-alzheimers/) - The Ad Council's continued awareness campaign with the Alzheimer's Association is being brought directly to patients and caregivers via a campaign extension partnership with Phreesia. According to the news release, in the 10 weeks post-campaign launch, "over half the people who engaged with the campaign as they checked in for a healthcare visit on Phreesia’s
- [COVID-19 Vaccine Awareness Campaign Launched by PatientPoint](https://www.dtcperspectives.com/covid-19-vaccine-awareness-campaign-launched-by-patientpoint/) - A multidimensional COVID-19 awareness and education campaign was unveiled this month by PatientPoint, the first project under the newly-merged PatientPoint and Outcome Health. In addition to educating about the COVID-19 vaccines, the campaign will also target vaccine-hesitant groups, including Black and Hispanic communities. According to the news release, "[t]he campaign’s marquee segment, What Happens Next?, represents a collaboration
- [Vaccinations Ahead of Schedule, President Biden Sets New Goal](https://www.dtcperspectives.com/vaccinations-ahead-of-schedule-president-biden-sets-new-goal/) - In January, President Biden aimed to administer 100 million COVID-19 vaccination shots to Americans in the first 100 days that his administration had taken office. Initially seen as aggressive, that objective was met only 58 days in. In a recent speech, the president explained how this was achieved: "Using the power given to a President
- [PatientPoint, Outcome Health Combine to Form PatientPoint Health Technologies](https://www.dtcperspectives.com/patientpoint-outcome-health-combine-to-form-patientpoint-health-technologies/) - It was announced earlier this month that PatientPoint had combined forces with Outcome Health to launch a new platform company, PatientPoint Health Technologies. Functioning under the PatientPoint brand, this merger amplifies doctor-patient interactions across the entire patient care journey and, as noted in the release, helps "meet the tech-enabled patient engagement needs of nearly 150,000
- [#EverydayMatters: A Year of Raising Cancer Awareness](https://www.dtcperspectives.com/everydaymatters-a-year-of-raising-cancer-awareness/) - With World Cancer Day on Feb 4, 2021, Ogilvy Health closed in on their year-long commitment to cancer awareness through their passion project, #EverydayMatters. DTC Perspectives spoke with two of the team members behind the campaign for its launch and again in late summer for an update. Coming full circle, we spoke with Deb Ciauro,
- [Outpatient Visits Steady Despite COVID Surge, Shows Latest Research from Phreesia, Harvard, & Commonwealth Fund](https://www.dtcperspectives.com/outpatient-visits-steady-despite-covid-surge-shows-latest-research-from-phreesia-harvard-commonwealth-fund/) - In analyzing data from November and December for its sixth wave of research, the Commonwealth Fund, Phreesia, & Harvard found that, even though there was another surge of COVID-19 cases largely across the country, the number of outpatient practice visits remained stable. When compared to the baseline week of March 1, the November and December
- [PatientPoint, AHA Feature Heart Attack & Stroke Survivor Stories](https://www.dtcperspectives.com/patientpoint-aha-feature-heart-attack-stroke-survivor-stories/) - In honor of American Heart Month in February, PatientPoint and the American Heart Association have partnered to highlight stories from heart attack and stroke survivors from the 2021 Class of Go Red for Women® Real Women campaign. These stories will be shared on PatientPoint's digital waiting room screens and exam room touchscreens throughout the US
- [KFF Analyzes Racial / Ethnic Disparities in COVID-19 Vaccinations](https://www.dtcperspectives.com/kff-analyzes-racial-ethnic-disparities-in-covid-19-vaccinations/) - Ensuring equitable access to COVID-19 vaccines has been a top concern in the rollout process. According to a brief by the Kaiser Family Foundation (KFF), "National recommendations regarding vaccine distribution have emphasized the importance of ensuring equitable access, particularly for disproportionately affected groups, including people of color." KFF identified some key barriers when it comes
- [Announcing Xpectives.Health - Conferences Focused on Understanding the Healthcare Consumer: Brought to you by DTC Perspectives](https://www.dtcperspectives.com/announcing-xpectives-health-conferences-focused-on-understanding-the-healthcare-consumer-brought-to-you-by-dtc-perspectives/) - DTC Perspectives was organized in 2000 to focus on pharmaceutical marketing and in 2001 we launched The DTC National. In later years we organized conferences on Hospital Marketing, Multicultural Communications, OTC Marketing, and Disease Education. To better describe what we do, we are excited to refer to our conference series as Xpectives.Health. We see our
- [Biden-Harris Administration to Re-Open Enrollment, Re-Examine Other Health Policies](https://www.dtcperspectives.com/biden-harris-administration-to-re-open-enrollment-re-examine-other-health-policies/) - Announced today, President Biden is set to sign two Executive Orders in his efforts to improve health care access and affordability to Americans. The Department of Health and Human Services (HHS) is expected to re-open a "Special Enrollment Period" this year to the Health Insurance Marketplace, from Feb. 15-May 15, allowing citizens in need of
- [One-on-One with Mesmerize’s Samantha Brown](https://www.dtcperspectives.com/one-on-one-with-mesmerizes-samantha-brown/) - Sponsored Content Samantha Brown, Director of Business Development at Mesmerize, discussed the impacts COVID-19 has had on their business in a recent interview with Bob Ehrlich, Chairman & CEO of DTC Perspectives. She shares how Mesmerize used this time to focus on expanding its point of care footprint and establishing new partnerships, while continuing to
- [US Gov't in Talks to Purchase Additional 100 Million Doses Each of Pfizer-BioNTech & Moderna COVID-19 Vaccines](https://www.dtcperspectives.com/us-govt-in-talks-to-purchase-additional-100-million-doses-each-of-pfizer-biontech-moderna-covid-19-vaccines/) - As part of President Biden's National Action Strategy to combat the global pandemic, he has instructed his COVID-19 Response Coordinator to work with the Department of Health and Human Services (HHS) in securing an additional 100 million doses of each of the two COVID-19 vaccines that have been approved by the FDA from Pfizer-BioNTech and
- [PoC3 Updates Verification & Validation Guidance, Issues Certifications to Five Companies](https://www.dtcperspectives.com/poc3-updates-verification-validation-guidance-issues-certifications-to-four-companies/) - The Point of Care Communication Council, PoC3, updated its official guidance regarding Verification and Validation. The 2021 guidance provides three major changes: the expansion of network audits to include a company's asset management system's internal control and procedures;the volume of campaign audits required for certification will be based on annual campaign volume (not individual campaign
- [DTC Role in Covid Vaccine Success](https://www.dtcperspectives.com/dtc-role-in-covid-vaccine-success/) - This column is not about a DTC advertising campaign that already exists. Instead, it is about what should happen after the Covid-19 vaccine is approved. Unfortunately, too many Americans are skeptical of a vaccine. Trump clearly showed that he was not medically accurate in many of his Covid related treatment statements. His vaccine program was
- [Pfizer, BioNTech Announce Final Efficacy Analysis from Phase 3 Study of their COVID Vaccine Candidate](https://www.dtcperspectives.com/pfizer-biontech-announce-final-efficacy-analysis-from-phase-3-study-of-their-covid-vaccine-candidate/) - Early this morning, Pfizer and BioNTech issued a news release stating that the Phase 3 study of their MRNA-based COVID-19 vaccine met all primary efficacy endpoints. "Analysis of the data indicates a vaccine efficacy rate of 95% (p
- [The Independence of COVID-19 and Patient Traffic Trends](https://www.dtcperspectives.com/the-independence-of-covid-19-and-patient-traffic-trends/) - Sponsored Content Over 200 days into the COVID-19 pandemic, people around the country and the world are, at the very least, becoming normalized to the new normal. Kids are back in school, sports have returned and, depending on where you live, some restrictions may have been relaxed. This more relaxed approach to life possibly in
- [Three Things That Make Your Brand Patient Ready](https://www.dtcperspectives.com/three-things-that-make-your-brand-patient-ready/) - Sponsored Content There’s a lot of brand managers who prioritize patient engagement, but not many who really understand how patient ready their brand is. Let’s try and clarify what that means. These days, brand marketers widely acknowledge how important it is to have a plan for engaging their patient communities. However, drawing up such a
- [5 Ways COVID-19 Affects Community-Based Organizations](https://www.dtcperspectives.com/5-ways-covid-19-affects-community-based-organizations/) - Sponsored Content About 29 million people in the United States rely on community-based organizations (CBOs), which provide care to low-income and uninsured patients, often living with infectious disease including HIV/AIDS and Hepatitis C [9]. Since the onset of the HIV epidemic, community-based organizations have proved vital to the United States’ HIV prevention efforts, delivering the
- [5th Wave of COVID Tracking Research Released by Phreesia, Harvard, & Commonwealth Fund](https://www.dtcperspectives.com/5th-wave-of-covid-tracking-research-released-by-phreesia-harvard-commonwealth-fund/) - In mid-October, the latest wave of research tracking COVID's impact on outpatient visits was published by Commonwealth Fund, Harvard, and Phreesia. The latest data found that overall outpatient care visits in the prior month have finally returned to prepandemic levels, after dropping nearly 60% during the spring. (This fifth wave data set tracked trends through
- [Abbott Promotes Its Technology](https://www.dtcperspectives.com/abbott-promotes-its-technology/) - A very interesting campaign from Abbott has launched that promotes its wearable technology to monitor symptoms of heart disease and blood glucose levels. These are not disease education ads in the traditional sense. Nor are they the common corporate ads promoting their laboratory research. This campaign is more of a plug for technologies that Abbott
- [Achieving Results Amid a Pandemic](https://www.dtcperspectives.com/achieving-results-amid-a-pandemic/) - As a marketing channel, the pharmacy turned challenges into opportunities for Rx brands Pharmacies stepped up to help consumers through the public health crisis. And consumers responded by stepping into pharmacies. That dynamic has been an important part of getting many communities through an unprecedented challenge. And it has also helped pharma marketers reach patients
- [Hypertargeting: 5 Things You Need to Know](https://www.dtcperspectives.com/hypertargeting-5-things-you-need-to-know/) - Hypertargeting brings pharma marketers closer to the defined patient populations we all want to reach at the moments that matter for consumers and patients. It’s making it easier for us to address health interests, concerns, and questions with specific guidance and timely insights. We can speak to patients at actionable decision points rather than spending
- [A Tribute to the Unsung Heroes: Pharmacists](https://www.dtcperspectives.com/a-tribute-to-the-unsung-heroes-pharmacists/) - Sponsored Content Pharmacists are getting increased recognition as they continue to serve on the front lines of the COVID-19 epidemic. They are innovating quickly to offer accessible healthcare, counseling, and COVID-19 resources to their local communities. Local pharmacists see more patients on a daily basis than any other healthcare provider, and that’s particularly true in the
- [Creative Critique](https://www.dtcperspectives.com/creative-critique/) - When choosing a theme for this critique, I first thought about discussing the Cannes Health winners of 2020. But then, we all know what happened this year. This is the year we were all forced to rethink the role of creativity. More to the point, this unprecedented pandemic has shined a light on a long-time
- [One-on-One with Phreesia's David Linetsky](https://www.dtcperspectives.com/one-on-one-with-phreesias-david-linetsky/) - Sponsored Content In this interview, DTC Perspectives’ Chairman, Bob Ehrlich, and Phreesia’s SVP of Life Sciences, David Linetsky, discuss how the patient experience has evolved rapidly during the COVID-19 pandemic, particularly as providers leverage digital patient intake solutions to enable safer contactless workflows. They will also explore the importance of aligning with platforms that are
- [GSK Shingrix- Straight Talk](https://www.dtcperspectives.com/gsk-shingrix-straight-talk/) - Submit a Campaign to Ehrlich on Creative
- [Humira Improved](https://www.dtcperspectives.com/humira-improved/) - A very interesting DTC television ad, from AbbVie’s Humira, focuses on current users of their injectable pen. Humira users have sometimes complained about the pain as they inject, described as burning pain. Humira announced a reformulation which removed the citrate ingredient which was causing the pain. Is this a major improvement? Citrate was used as
- [Genentech Releases Landmark Study on Health Inequity](https://www.dtcperspectives.com/genentech-releases-landmark-study-on-health-inequity/) - After consistently seeing an underrepresentation of non-white patients in clinical research, Genentech decided to dig deeper as to why there is such enrollment inequity. According to an announcement from their website, the pharmaceutical manufacturer "undertook a landmark study to elevate the perspectives of these medically disenfranchised individuals and reveal how this long-standing inequity impacts their
- [Digital Health Center of Excellence Created by FDA](https://www.dtcperspectives.com/digital-health-center-of-excellence-created-by-fda/) - The FDA announced this week the creation of the Digital Health Center of Excellence for the Center for Devices and Radiological Health (CDRH). Its establishment is another step in the agency's goal for modernizing digital health policies, regulatory approaches, and the advancement of digital health technology - such as mobile health devices, Software as a
- [FCB Health Names Chief Medical Officer in Newly-Created Position](https://www.dtcperspectives.com/fcb-health-names-chief-medical-officer-in-newly-created-position/) - It was announced this week that FCB Health has selected Dr. Sommer Bazuro, PhD to be their Chief Medical Officer across the US and EU offices. Dr. Bazuro steps into this newly-created position with extensive medical communications experience. Having been with the agency for the past 11 years, she most recently worked at ProHealth, an
- [The Aging Male Problem- Urolift Solution](https://www.dtcperspectives.com/the-aging-male-problem-urolift-solution/) - Submit a Campaign to Ehrlich on Creative
- [Patient Access and Affordability Support in an Era of Virtuality](https://www.dtcperspectives.com/patient-access-and-affordability-support-in-an-era-of-virtuality/) - Today it’s more important than ever to help ensure that consumers can access and afford their medications. With the emergence of a global pandemic, what strategies and technologies can pharmaceutical manufacturers implement to help simplify and streamline the access process for consumers? The effectiveness of a pharmaceutical manufacturer’s access and reimbursement support program will have a
- [Innovation During the Pandemic: Opportunities and Needs at Point of Care to Prepare for Flu Season 2020-2021](https://www.dtcperspectives.com/innovation-during-the-pandemic-opportunities-and-needs-at-point-of-care-to-prepare-for-flu-season-2020-2021/) - The coronavirus pandemic has altered every facet of our lives. Everyday tasks suddenly became challenging and anything not deemed “essential” came to an abrupt halt. New terms and safety procedures are now part of our daily lives and even the most mundane contact with friends or extended family is accompanied by health and safety measures.
- [DTC for Two Different Drugs in One Ad](https://www.dtcperspectives.com/dtc-for-two-different-drugs-in-one-ad/) - Submit a Campaign to Ehrlich on Creative
- [The Vaccines of Glaxo](https://www.dtcperspectives.com/the-vaccines-of-glaxo/) - Submit a Campaign to Ehrlich on Creative
- [AbbVie’s Ubrelvy Adds Serena](https://www.dtcperspectives.com/abbvies-ubrelvy-adds-serena/) - Submit a Campaign to Ehrlich on Creative
- [Yes, Patients Are Still Going to the Doctor and Other COVID-19 Truths](https://www.dtcperspectives.com/yes-patients-are-still-going-to-the-doctor-and-other-covid-19-truths/) - Sponsored Content While social distancing is essential, “medical distancing”—staying away from the doctor’s office for fear of contracting COVID-19—is dangerous. Just as phrma.org’s latest campaign strives to remind people that seeking care is not only safe but necessary, we see it as our duty at PatientPoint to provide patients, physician practices, and brands the support
- [IQVIA Finds Rx Prices Becoming More Affordable to Many US Patients](https://www.dtcperspectives.com/iqvia-finds-rx-prices-becoming-more-affordable-to-many-us-patients/) - A record low price increase on branded drugs and changes in health insurance benefit design are just a few of the reasons that patients in the US are experiencing improved affordability for their medications, according to a new report from The IQVIA™ Institute for Human Data Science. Their research found that 71% of branded prescriptions
- [Phreesia, Commonwealth Fund, & Harvard Issue Newest Research Wave of COVID-19 Impacts on Outpatient Visits](https://www.dtcperspectives.com/phreesia-commonwealth-fund-harvard-issue-newest-research-wave-of-covid-19-impacts-on-outpatient-visits/) - "Visits to physician offices and other health care practices, which had fallen 60 percent by early April, have now rebounded and plateaued at 10 percent below prepandemic levels," found the latest wave of research from the Harvard University, Phreesia, and the Commonwealth Fund. In-office visits are still showing a decline, even among those states which
- [CMS Aids in Acceleration of Broader Telehealth Adoption](https://www.dtcperspectives.com/cms-aids-in-acceleration-of-broader-telehealth-adoption/) - With the rapid use of telehealth resulting from the pandemic, the Centers for Medicare & Medicaid Services (CMS) released a new toolkit to help the Medicaid and Children’s Health Insurance Programs (CHIP) accelerate their adoption of telehealth coverage during this time. The toolkit is designed to walk states through identifying policies that they will need
- [Multiple Sclerosis - A Competitive DTC Category](https://www.dtcperspectives.com/multiple-sclerosis-a-competitive-dtc-category/) - Submit a Campaign to Ehrlich on Creative
- [Disease Education- Neurocrine Biosciences](https://www.dtcperspectives.com/disease-education-neurocrine-biosciences/) - There are a number of drug makers that do disease education ads. Those companies have a drug that treats the disease or have one about to be approved. Disease education ads make financial sense when a drug company has the only drug to treat the disease or are the dominant competitor. Most disease education ads
- [It’s On-Amgen on Health Disparities](https://www.dtcperspectives.com/its-on-amgen-on-health-disparities/) - Submit a Campaign to Ehrlich on Creative
- [My Favorite Fowl](https://www.dtcperspectives.com/my-favorite-fowl/) - Submit a Campaign to Ehrlich on Creative
- [Xiidra and Their Critter](https://www.dtcperspectives.com/xiidra-and-their-critter/) - Submit a Campaign to Ehrlich on Creative
- [Patient Experience Outlook 2020 – Trends and Tips](https://www.dtcperspectives.com/patient-experience-outlook-2020-trends-and-tips/) - The patient experience at the point of care is rapidly changing. Today, medical groups continue to implement more consumer-centric workflows and digital engagement platforms to manage operational, clinical and financial processes. While the COVID-19 outbreak accelerated the adoption of these tools among providers, it was not the initial catalyst. Prior to the pandemic, many healthcare
- [Ogilvy Health Continues Cancer Education with #EverydayMatters](https://www.dtcperspectives.com/ogilvy-health-continues-cancer-education-with-everydaymatters/) - In a follow up conversation with DTC Perspectives this summer, Sherry Novembre and Amy Graham shared how Ogilvy Health’s #EverydayMatters cancer awareness campaign continues to expand and reach audiences, as well as how COVID-19 has impacted the agency’s efforts. The #EverydayMatters campaign was launched by Ogilvy Health in February of this year, kicking off a
- [#ShareTheScope Spotlights Black Healthcare Needs](https://www.dtcperspectives.com/sharethescope-spotlights-black-healthcare-needs/) - Eight healthcare marketing and media leaders turned over their social media channels to "eight organizations and influencers focused on health issues and disparities facing the Black community," according to the news release about the social media effort. On July 22, #ShareTheScope allowed "new voices and perspectives from those who are tirelessly advocating for equity and
- [Executive Orders Signed by Trump to Lower Rx Prices](https://www.dtcperspectives.com/executive-orders-signed-by-trump-to-lower-rx-prices/) - This past Friday, July 24th, President Trump signed multiple Executive Orders to lower medication prices for patients and, as he commented during the signing, to restructure the prescription drug market in terms of pricing. The three Orders, as well as a potential fourth: "Enable Americans without access to affordable insulin and injectable epinephrine through commercial
- [Flu Season](https://www.dtcperspectives.com/flu-season/) - Submit a Campaign to Ehrlich on Creative
- [HIV - The Fight Continues - Descovy](https://www.dtcperspectives.com/hiv-the-fight-continues-descovy/) - Submit a Campaign to Ehrlich on Creative
- [DTC without TV? - Saxenda](https://www.dtcperspectives.com/dtc-without-tv-saxenda/) - Submit a Campaign to Ehrlich on Creative
- [The Rx Available Without A Traditional Prescription](https://www.dtcperspectives.com/the-rx-available-without-a-traditional-prescription/) - Submit a Campaign to Ehrlich on Creative
- [One-on-One with InStep Health's Nate Lucht](https://www.dtcperspectives.com/one-on-one-with-instep-healths-nate-lucht/) - Sponsored Content Earlier this year, Rx EDGE Media Network / LeveragePoint Media acquired Brandperx. The company has now transitioned into a brand-new company, InStep Health. In an interview with DTC Perspectives' Chairman, Bob Ehrlich, InStep Health's president and CEO, Nathan Lucht, discussed ways their programs educate patients and consumers, providing brands with new opportunities to
- [Phreesia, Harvard Research Update Discusses POC Adaptations to 'New Normal'](https://www.dtcperspectives.com/phreesia-harvard-research-update-discusses-poc-adaptations-to-new-normal/) - In the latest research update from the Commonwealth Fund, Harvard University, and Phreesia, analysts investigated how office visits have adapted to a "new normal" during the COVID-19 pandemic. Findings revealed a "'cumulative deficit' in visits over the last three months (March 15-June 20) is nearly 40 percent," with the greatest decline being in states that
- [US Court of Appeals Sides with Pharma, Price Disclosure Rule Vacated](https://www.dtcperspectives.com/us-court-of-appeals-sides-with-pharma-price-disclosure-rule-vacated/) - A federal appeals court struck down the pricing disclosure rule for DTC advertising on June 16th. The US Court of Appeals for the District of Columbia Circuit ruled in favor of Merck & Co, Eli Lilly & Co, and Amgen on the grounds that the US Department of Health and Human Services (HHS) "acted unreasonably
- [Pharma’s Comeback in the Wake of a Pandemic](https://www.dtcperspectives.com/pharmas-comeback-in-the-wake-of-a-pandemic/) - Vilifying the pharmaceutical industry has long been considered an acceptable public sport. The criticisms have been wide-ranging and near universal at times, with both sides of the political aisle taking their shots. Hollywood movies feed into and perpetuate the systemic belief that Big Pharma comprises evil executives hell-bent on taking advantage of the American consumer-patient.
- [To The Point-Ubrelvy](https://www.dtcperspectives.com/to-the-point-ubrelvy/) - I like ads that are clear and get to the point. Ubrelvy, a new migraine drug from Allergan, now part of AbbVie, does clarity well. In what I would call a near OTC ad, Ubrelvy intro only took 45 seconds to tell its story. It is positioned as “The Anytime Anywhere Medicine”. That is an OTC like
- [Rx EDGE® Media Network Announces Formation of New Company](https://www.dtcperspectives.com/rx-edge-media-network-announces-formation-of-new-company/) - Rx EDGE® Media Network (part of LeveragePoint Media), a healthcare marketing company that supports pharma marketers in reaching consumers, announces the formation of a new company, InStep Health. InStep Health provides expanded services and product offerings to better support healthcare providers and consumers. With its recent acquisition of Brandperx, InStep Health has added to its
- [Taking on Supplements-Vascepa](https://www.dtcperspectives.com/taking-on-supplements-vascepa/) - It is interesting when you contrast the regulations for benefit claims for prescription drugs and OTC supplements. We all know the unproven health claims made for most supplement brands. They often have a tiny super on screen that says these claims have not been evaluated by FDA. Contrast that with prescription drugs which are regulated
- [Embarrassing Conditions? Endo talks Peyronie’s Disease](https://www.dtcperspectives.com/embarrassing-conditions-endo-talks-peyronies-disease/) - One of the benefits of DTC advertising is making it easier to talk to the doctor about conditions patients may find embarrassing. Viagra was a pioneer in talking about erectile dysfunction (ED). This created an opportunity for many men to deal with what was often a condition not treated. Since ED could be indicative of
- [Cosentyx Lasts](https://www.dtcperspectives.com/cosentyx-lasts/) - Submit a Campaign to Ehrlich on Creative
- [Rinvoq A New Approach](https://www.dtcperspectives.com/rinvoq-a-new-approach/) - Submit a Campaign to Ehrlich on Creative
- [How GumGum Advertising Is Helping Slow Covid-19](https://www.dtcperspectives.com/gumgum-demonstrates-abilities-launches-digital-coronavirus-psas/) - Ben Plomion, Chief Growth Officer Sponsored Content Though COVID-19 and its swift and pervasive impact on daily life have cast our present in a shadow of uncertainty, one thing remains clear: We’re in this together. Overcoming the challenge to our immediate and enduring well-being is taking a combined effort––not just from hospitals, doctors, pharmaceutical companies,
- [The Doctor Is In: Evolving Patient Care](https://www.dtcperspectives.com/the-doctor-is-in-evolving-patient-care/) - When the world changed due to COVID-19, we adapted. With a firm digital backbone in place, as a whole we migrated to a true digital-first mindset. The coronavirus pandemic has essentially taught us how to conduct our lives online through working, educating, monitoring our health, socializing, banking, shopping, and more. We have seen the advent
- [Back to the Future: The Post-Cookies Fate of Pharma Digital Measurement](https://www.dtcperspectives.com/back-to-the-future-the-post-cookies-fate-of-pharma-digital-measurement/) - The impending death of the third-party cookie has understandably received a lot of attention from marketers, media agencies and measurement companies - particularly in the pharma industry. Cookies - those little pieces of information left by websites and saved on browsers, allowing marketers to track online behavior and browsing history - have formed the backbone
- [Psychology and Technology: An Essential Mix in Digital and Social Media  Pharma Marketing](https://www.dtcperspectives.com/psychology-and-technology-an-essential-mix-in-digital-and-social-media-pharma-marketing/) - Mark Zuckerberg said, “Think about what people are doing on Facebook today... they’re building an image and identity for themselves, which in a sense is their brand. They’re connecting with the audience that they want to connect to.” This is the exact strategy that pharma marketers should follow to ensure success with digital and social
- [Phreesia, Harvard Team Up to Study COVID-19 Impacts](https://www.dtcperspectives.com/phreesia-harvard-team-up-to-study-covid-19-impacts/) - In mid-May, the Commonweath Fund, Harvard University, and Phreesia collaborated to publish findings of COVID-19 impacts on outpatient visits and telehealth; this provides an update to an earlier April publication. From mid-February to mid-May, data from more than 50,000 providers from Phreesia's client base and more than 12 million visits was analyzed. According to the
- [A Time For Hope Through Science](https://www.dtcperspectives.com/a-time-for-hope-through-science/)
- [CVS, UPS Team Up for Rx Drone Deliveries](https://www.dtcperspectives.com/cvs-ups-team-up-for-rx-drone-deliveries/) - UPS and CVS Health Corporation announced this week that they will deploy the use of drones to deliver prescription medicines to The Villages in Florida, the largest retirement community in the US. In the news release, Scott Price, UPS chief strategy and transformation officer stated: "Our new drone delivery service will help CVS provide safe
- [PatientPoint, Everyday Health Partner to Revolutionize POC Content](https://www.dtcperspectives.com/patientpoint-everyday-health-partner-to-revolutionize-poc-content/) - PatientPoint and the Everyday Health Group have created an exclusive partnership to provide consumer and professional content in POC spaces across the country. The partnership "aims to create a more interactive, engaging and immersive point-of-care content experience - replacing fear and anxiety with community, curiosity and confidence," stated the news announcement. The release continued, explaining
- [CheckedUp Launches Virtual Visits to Aid POC During Pandemic](https://www.dtcperspectives.com/checkedup-launches-virtual-visits-to-aid-poc-during-pandemic/) - CheckedUp announced yesterday the launch of their new advanced telemedicine platform for specialty care. CheckedUp Virtual Visits was created by physicians to ensure that its development meets the needs and engages patients and physicians at the point of care, especially as this space and our world become increasingly digital-centric. "From early on, our leadership team
- [Matt McNally Joins The Ad Council Board of Directors, Helps Launch Campaign Thanking Essential Workers](https://www.dtcperspectives.com/matt-mcnally-joins-the-ad-council-board-of-directors-helps-launch-campaign-thanking-essential-workers/) - It was announced yesterday that Matt McNally, CEO of Outcome Health, has been named to the Board of Directors of the Ad Council. McNally joins "a prestigious group of senior marketing and media executives who provide expertise, insights and financial support to ensure the Ad Council’s social good communication campaigns are effective and impactful," stated
- [POC3 Addresses Industry Concerns with COVID-19](https://www.dtcperspectives.com/poc3-addresses-industry-concerns-with-covid-19/) - Point of care has always been a critical stage for reaching consumers and patients in their healthcare journey - and now, that has amplified since the emergence of COVID-19. As Mark Boidman, Head of Media & Tech Services at PJ Solomon told Karen Newmark, Executive Director of the Point of Care Communication Council (PoC3) in
- [DTC National Postponed Until August 20-21, 2020](https://www.dtcperspectives.com/dtc-national-postponed-august-20-21-2020/) - After careful consideration of the health, safety, and enjoyment of our attendees, we have decided to postpone this year’s DTC National Conference until August 20-21. Rather than hold an event that, despite our best efforts, would not be up to par from an attendance or engagement standpoint, we felt it best to postpone the event
- [Skin Medicinals Unites Doctors in the Fight for Affordable Medications](https://www.dtcperspectives.com/skin-medicinals-unites-doctors-fight-affordable-medications/) - As out of pocket healthcare costs grow, consumers and patients are sometimes faced with the challenge of being able to afford and take their medication as prescribed. Within the past two years, dermatologist Dhaval Bhanusali, MD, FAAD had a situation where he had prescribed an anti-fungal cream to a patient. In a follow-up, he discovered
- [Ogilvy Health Launches Year-Long Campaign in the Fight Against Cancer](https://www.dtcperspectives.com/ogilvy-health-launches-year-long-campaign-fight-cancer/) - Earlier this month, Ogilvy Health kicked off their #EverydayMatters campaign, setting in motion a long-term commitment to “make an impact on cancer”. The endeavor began with a public relations and communications teammate suggesting the agency do something to support World Cancer Day as so many people across the globe are affected by cancer – whether
- [DTC Perspectives Announces 2020 Top 25 Marketers of the Year](https://www.dtcperspectives.com/dtc-perspectives-announces-2020-top-25-marketers-year/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 19th Annual list of the “Top 25 DTC Marketers of the Year.” This year’s class will be honored during a ceremony dinner on the evening of October 20th sponsored by PatientPoint, at the 2020 DTC National taking place in virtually. It includes
- [American Oncology Network Selects PatientPoint for its Growing Network of Practices](https://www.dtcperspectives.com/american-oncology-network-selects-patientpoint-growing-network-practices/) - It was announced last week that the American Oncology Network, LLC (AON) has chosen PatientPoint to "educate, inform, and improve communication among oncology patients, care partners and providers" for its growing network of community oncology practices. AON, founded in 2018, is an "alliance of physicians and seasoned healthcare leaders partnering to ensure the long-term success of
- [The Healthcare Sector Has A Cybersecurity Problem: Here’s Why You Should Care](https://www.dtcperspectives.com/healthcare-sector-cybersecurity-problem-heres-care/) - The global digital health market is on the rise. Digital healthcare is the future, and increasingly the present, of how patients are diagnosed and treated. With the shift in healthcare, DTC marketers are presented with a new challenge: understanding how patient needs change as new technologies enter the market. It’s no longer enough to talk
- [HCB Health Continues Growth, Opens Third Office](https://www.dtcperspectives.com/hcb-health-continues-growth-opens-third-office/) - HCB Health opened their third office recently, in Parsippany, NJ. This will allow the independent, full-service healthcare agency to focus on serving large-scale pharma clients in the tri-state region. The office currently has 10 team members, and is expected to grow to 25 in the next year. According to the news release, they are "actively
- [Taking Engagement Technology to the Point of Patient](https://www.dtcperspectives.com/taking-engagement-technology-point-patient/) - Sponsored Content One of my favorite things about PatientPoint is that we’re always finding innovative ways to improve patient engagement. Leading the charge on the technology side is David Guthrie, Chief Product Officer at PatientPoint and one of the most interesting and best hires we’ve ever had. David is dedicated to developing meaningful, technology-enabled
- [Going Omnichannel? There’s a Method for That](https://www.dtcperspectives.com/going-omnichannel-theres-method/) - With digital pharma teams in the throes of 2020 annual planning, omnichannel marketing has risen to the top of the priority list. As our industry rushes to keep pace with customer expectations shaped by faster-moving sectors like CPG, marketers have broadened their focus beyond the channel-based tactics of the past. “Omnichannel” is now shorthand for
- [Creative Critique: Destigmatizing and Humanizing Opioid Addiction](https://www.dtcperspectives.com/creative-critique-destigmatizing-and-humanizing-opioid-addiction/) - You would be hard-pressed to find a person who hasn’t been affected in some way by the national epidemic of opioid addiction. Whether as an individual, or through family, friends, colleagues, neighbors—we all know, or at least know of, someone who has struggled with this growing issue. It’s no wonder, then, during the past year
- [PoC3 Releases Official Verification and Validation Guidance](https://www.dtcperspectives.com/poc3-releases-official-verification-validation-guidance/) - The official Verification and Validation Guidance was released in mid-October for the Point of Care Communication Council (Poc3). The Guidance will "serve as a unified set of industry standards that will define best practices, engender trust among those who transact at the point of care, and provide a clear and standardized mechanism enabling media buyers
- [Healthline Media, Nitika Chopra Host Chronicon](https://www.dtcperspectives.com/healthline-media-nitika-chopra-host-chronicon/) - More than 200 influencers attended Chronicon, a first of its kind day-long event co-produced by Healthline Media and Nitika Chopra, a healthcare advocate living with psoriasis. Held this past Tuesday in Union Park East in NYC, Chronicon served as an "open forum to address the needs of those living with chronic conditions and their support communities,"
- [Outcome Health, Unity Consortium, & Patient Advocates Team Up on Vaccine Education](https://www.dtcperspectives.com/outcome-health-unity-consortium-patient-advocates-team-vaccine-education/) - Ethan Lindenberger made headlines this past year when, at the age of 18, he went against his parents' wishes and chose to get vaccinations. According to the news release, "Ethan grew up being told that vaccines cause autism, brain damage, and do not benefit the health and safety of society despite the fact such opinions
- [Healthgrades Launches PatientConnect Video](https://www.dtcperspectives.com/healthgrades-launches-patientconnect-video/) - PatientConnect Video was launched by Healthgrades earlier this month to provide not only education video programming about specific health conditions, but to then connect patients with qualified, local specialists. According to the news release, "PatientConnect Video eliminates the uncertainty for patients who don't know where to access care." Coupling proprietary AI technology with their innovative
- [Are DTC Marketers Committed to Patient Interaction?](https://www.dtcperspectives.com/dtc-marketers-committed-patient-interaction/) - Sponsored Content In pharmaceutical marketing circles, we hear sporadic boasts of a successful social campaign, award-winning content marketing, or insights drawn from a patient community platform. The ambitious brand manager takes these case studies back to the conference room, ready to formulate a new playbook, only to be overwhelmed by the complexities of operating in
- [Vraylar Launches New Campaign to Portray, Destigmatize Bipolar I](https://www.dtcperspectives.com/vraylar-launches-new-campaign-portray-destigmatize-bipolar/) - In its ongoing commitment to raising awareness of mental health conditions and treatments and to help the millions of suffering adults, Allergan launched a new campaign for VRAYLAR earlier this month. To represent the ups and downs of mood swings associated with bipolar I disorder, the campaign showcases a woman viewing various episodes of her
- [Three Companies Join as Members of PoC3](https://www.dtcperspectives.com/three-companies-join-members-poc3/) - Three new member companies have joined the Point of Care Communication Council (PoC3), as announced this month: CoverWrap Communications, Rx EDGE Media Network, and Targeted Media Health (a division of Meredith Corporation). In addition to “[helping] influence and amplify the future of POC marketing. In the near term, they plan to immerse into the PoC3
- ['In These Rooms' Campaign Transforms Point of Care to Moments of Care](https://www.dtcperspectives.com/rooms-campaign-transforms-point-care-moments-care/) - The custom campaign, In These Rooms, launched this month to help transform the point of care space to a more empathetic "moments of care" image. Created by Outcome Health, a 90-second video was released which portrayed life-changing moments that patients and caregivers experience in waiting rooms and exam rooms. According to a news release, In These
- [Seeing the Care Journey Through the Patient’s Eyes](https://www.dtcperspectives.com/seeing-care-journey-patients-eyes/) - At PatientPoint, we’re always looking for ways to take our approach to messaging patients to the next level. Having heard professional patient advocate Dr. Grace Cordovano speak at several conferences, I knew she could give us valuable insights from inside the care experience. Grace is an award-winning, board-certified patient advocate (BCPA) who specializes in
- [Prescriptive Analytics - Golden Goose or Empty Promise for Pharma Marketers?](https://www.dtcperspectives.com/prescriptive-analytics-golden-goose-empty-promise-pharma-marketers/) - It’s been five years since Gartner called Prescriptive Analytics "the final frontier for Big Data, where companies can finally turn the unprecedented levels of data into powerful action." Will prescriptive analytics be the final frontier for health marketers? Pharma Marketers’ Analytics Adoption Curve Let’s start by understanding where pharma marketing is on the analytics
- [HHS Files Appeal in Drug Disclosure Fight](https://www.dtcperspectives.com/hhs-files-appeal-drug-disclosure-fight/) - The Department of Health and Human Services (HHS) filed a notice of appeal on August 21st in response to the July ruling that blocked price disclosure in TV drug advertising. Handed down by Judge Amit Mehta of the US District Court, he ruled against the measure, stating: "HHS lacks the statutory authority under the Social Security Act to
- [Ogilvy Health Announces Multiple Promotions within Creative Team](https://www.dtcperspectives.com/ogilvy-health-announces-multiple-promotions/) - Ogilvy Health, a part of Ogilvy, has promoted seven creative team members in the agency's New Jersey and New York offices. Expressing her excitement for the department's growth was Ogilvy Health North America's Chief Creative Officer, Samantha Dolin: "I couldn’t be more thrilled to see this group acknowledged for their respective talents and collective leadership.
- [HCB Health Continues Expanding BioPharma Unit with New Staffing](https://www.dtcperspectives.com/hcb-health-continues-expanding-biopharma-unit-new-staffing/) - HCB Health announced the hiring of ten new team members under its BioPharma division and an additional four to support the agency across all groups. Of the new hires, three will take on roles in senior management: Gabriel Cangiano, Mark Davis, and Travis Waggoner. New BioPharma team members: Denise Byrne joins as Senior Project Manager
- [DTC in Perspective: Importing Canadian Drugs?](https://www.dtcperspectives.com/dtc-perspective-importing-canadian-drugs/) - The Trump administration wants to allow Canadian drugs to be imported to give consumers lower prices. This is also supported by almost every Congressional Democrat and many Republicans. It sounds great to allow American consumers to buy cheaper drugs from Canada and is already happening somewhat through online Canadian pharmacies. Consumers can generally save 30-50%
- [HHS Awards Nearly $42M to Expand Health IT](https://www.dtcperspectives.com/hhs-awards-nearly-42m-expand-health-it/) - The US Department of Health and Human Services (HHS) has awarded nearly $42 million in funding to 49 Health Center Controlled Networks (HCCNs). HCCNs work together to improve access to and quality of care, as well as leverage health information technology to cut costs and improve care coordination. The funding came through the Health Resources and
- [PhRMA Launches New TV Ad Under Let's Talk About Cost Campaign](https://www.dtcperspectives.com/phrma-launches-new-tv-ad-lets-talk-cost-campaign/) - In early June, PhRMA released its first-ever television ad as part of its Let's Talk About Cost campaign, which has previously released print, digital, and radio ads. The ad aims to "reaffirm our commitment and generate more conversation about solutions to the challenges patients face affording their medicines." With heightened discussion in recent times surrounding
- [Federal Judge Strikes Down Price Disclosure in Ads](https://www.dtcperspectives.com/federal-judge-strikes-price-disclosure-ads/) - Earlier this month, US District Judge Amit Mehta ruled that the US Department of Health and Human Services (HHS) "lacked authority from the US Congress to compel drug manufacturers to disclose list prices," as per reports. In mid-June, Merck & Co., Eli Lilly & Co, and Amgen, along with the Association of National Advertisers, filed a lawsuit on
- [How Rx, OTC, & CPG Brands Can Play It Safe in the Digital Era](https://www.dtcperspectives.com/rx-otc-cpg-brands-can-play-safe-digital-era/) - Sponsored Content The last decade has witnessed the astounding growth and scale of Facebook and Google. Together these two power players command the majority of digital ad spend, and Amazon is increasingly making gains. While compelling targeting and efficiency benefits have led to a collective surge in brand spend with these major digital and social
- [Four Trends Out of MWC and SXSW That Have Pharma Marketers Talking](https://www.dtcperspectives.com/four-trends-mwc-sxsw-pharma-marketers-talking/) - Every year, events like South By Southwest and Mobile World Congress bring us new technology innovations that have the potential to fundamentally reshape a marketers’ playbook. This year was no different, as pharma marketers in attendance in Austin and Barcelona saw a range of technologies from brands like AT&T and Google. But what technologies from
- [Build Your Bottom Line through Effective Listening, Tapping Emotion, & Strong Engagement](https://www.dtcperspectives.com/build-bottom-line-effective-listening-tapping-emotion-strong-engagement/) - Health and wellness, pharmaceutical, and medical-device providers must navigate an ever-evolving and consistently complicated healthcare landscape. Agencies (and corporate marketers) serve a key role in helping their clients problem solve, understand their challenges, and identify critical success factors. How is this best accomplished? Through the power of thorough, intuitive and intentional listening, and strong engagement
- [Digital Health Insights from MARS Consumer Health Study](https://www.dtcperspectives.com/digital-health-insights-mars-consumer-health-study/) - Sponsored Content Click on the infographic below to view full size. Learn how you can prepare for the digital health consumer with insights from the MARS Consumer Health Study.
- [The Innovative Approach to Patient Activation](https://www.dtcperspectives.com/innovative-approach-patient-activation/) - Sponsored Content Personalized Smart Recommendations in social networks What if Amazon was in charge of patient activation? Personalized, data-driven healthcare solutions would up-end patient activation as we know it. Some biopharma marketers are already doing this today, leveraging social networks to anticipate and address patient needs proactively. Here’s the formula for how they are doing
- [Unlocking the Weather-Wellness Connection](https://www.dtcperspectives.com/unlocking-weather-wellness-connection/) - Sponsored Content Many people associate weather conditions with their health and wellbeing. Perhaps you have family members claim to be able to sense changes in the weather because they feel a migraine coming on, friends who swear they can forecast rainfall better than the meteorologists due to increases in pain levels within their joints, or
- [How to Create Powerful Narratives in Health](https://www.dtcperspectives.com/create-powerful-narratives-health/) - Sponsored Content Healthline Insider Q and A: A series of conversations with experts from the digital, health and marketing industries. Why? Because different perspectives enrich us and make us smarter, stronger, and more aware. Healthline Insider's Ingrid Eberly sat down for a conversation with our SVP of Media Strategy & Revenue, Dante Gaudio, on the
- [TV and POC: The Perfect Pairing](https://www.dtcperspectives.com/tv-poc-perfect-pairing/) - Sponsored Content What’s the best pharma ad you see running on TV right now? I bet you could sing the jingle, but do you remember the specific brand? I’m the odd one that uses my DVR to skip TO the commercials – but you and I are not the average healthcare consumers. That’s why, despite
- [Social Media is an Addiction. People are Kicking the Habit… Or Are They?](https://www.dtcperspectives.com/social-media-addiction-people-kicking-habit/) - During a recent dinner among fellow DTC marketers, I asked who believed it was critical for their brand to be on social media. All answered yes. Then I asked how many of the pharma brands they work on have made the leap. Only half answered yes. I turned my attention to the “no” group to
- [Data-Driven Everything](https://www.dtcperspectives.com/data-driven-everything/) - In today’s world, consumers expect personalized, relevant communications tailored to their specific needs. The consumer goods, retail, fashion, and travel industries all reach these levels of personalization, but how can pharma marketers reach consumers on such an individualized level in such a regulated space? Enter data-driven marketing. The promise of big data has largely remained
- [PatientPoint, AMA Collaborate to Address Top Chronic Diseases](https://www.dtcperspectives.com/patientpoint-ama-collaborate-address-top-chronic-diseases/) - Announced on Diabetes Alert Day, March 26th, PatientPoint and the American Medical Association (AMA) are developing content to educate patients and their HCPs about the risks of type 2 diabetes as well as cardiovascular disease. The collaboration will utilize PatientPoint's in-office technology to encourage patients to have an informed conversation about either condition, with the goal of
- [Inaugural Sharecare Awards Recognized Health & Wellness Excellence](https://www.dtcperspectives.com/inaugural-sharecare-awards-recognized-health-wellness-excellence/) - Sharecare recently launched its first-ever Sharecare Awards, honoring standout health and wellness programming and productions. The evening was hosted by Dr. Mehmet Oz, cofounder of Sharecare, and his daughter, Daphne Oz, at the Atlanta History Center. Winners included Pfizer's "This is Living with Cancer" for the Chronic Conditions category; "Healthy Living Video Shorts" by the
- [HCB Health Creates 3 Internal Business Units to Meet Client Growth & Needs](https://www.dtcperspectives.com/hcb-health-creates-3-internal-business-units-meet-client-growth-needs/) - HCB Health has created three internal business units to "best serve an increasingly diverse set of clients and to help manage the firm's rapid growth," according to a recently news release. The three units - MedTech, BioPharma, and Health & Wellness - will manage their own P&Ls as well as each having its own dedicated team.
- [Industry Veteran Dan Chichester Rejoins Ogilvy Health](https://www.dtcperspectives.com/industry-veteran-dan-chichester-rejoins-ogilvy-health/) - Dan Chichester has re-joined Ogilvy Health, after a five-year hiatus, as Chief Experience Officer (CXO). In this newly-created role, he will be "responsible for driving forward Ogilvy Health’s innovation, digital strategy, and brand engagement," the news release stated. Andrew Schirmer, CEO of Ogilvy Health was quoted in the release, stating, “Today, everything in the marketing, communications,
- [30-Year WPP Veteran, Stacey Singer, Launches Consultancy](https://www.dtcperspectives.com/30-year-wpp-veteran-stacey-singer-launches-consultancy/) - Stacey Singer, an agency growth specialist of 30 years, recently announced the launch of her own independent agency consultancy. Having left her post with WPP, where she most recently built and managed their global Client Satisfaction Center of Excellence, Singer told DTC Perspectives that she identified a growing need to help better serve agency accounts
- [The Best Marketing Strategies for the Pharmaceutical Industry](https://www.dtcperspectives.com/best-marketing-strategies-pharmaceutical-industry/) - The pharmaceutical industry is one of the most powerful sectors in the United States. The United States government has long realized how much of an influence the industry has had since its origin over a century ago and has regulated the industry as such. Pharmaceutical companies' largest expenses are research and development costs, which typically
- [DTC in Perspective: Chantix Goes Slow Turkey](https://www.dtcperspectives.com/dtc-perspective-chantix-goes-slow-turkey/) - I have been in the DTC business a long time. After seeing the excellent Ray Liotta ad I might have predicted the next version would use Joe Pesci or Robert De Niro. Chantix instead cast a wild turkey as its star. Who says DTC can’t be creative? In what will be a very memorable spot
- [DTC Perspectives Announces 2019 Top 25 Marketers of the Year](https://www.dtcperspectives.com/dtc-perspectives-announces-2019-top-25-marketers-year/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 18th Annual list of the “Top 25 DTC Marketers of the Year.” This year’s class will be honored during a joint ceremony dinner recognizing the 2019 Top 25 DTC Marketers and Hall of Fame class on the evening of April 16 sponsored by PatientPoint,
- [DTC in Perspective: The Assault on Drug Makers Widens](https://www.dtcperspectives.com/dtc-perspective-assault-drug-makers-widens/) - Drug companies are under renewed attack. There is yet another new bill in the Senate to end the tax deductibility of DTC ads. The latest is from Elizabeth Warren, who will use drug companies as a campaign talking point about corporate greed. The bill would end all forms of tax benefits for any media type.
- [How Do Physicians Really Feel About Technology? Survey Says…](https://www.dtcperspectives.com/physicians-really-feel-technology-survey-says/) - Sponsored Content Pharma’s presence in patient engagement solutions at the physician’s office has often been a hot topic for debate. Are physicians turned off to these products when they see pharma ads? Is there ever a case where pharma ads are acceptable? How do patients feel? You might be surprised… Obviously, physicians’ opinions play a
- [Let’s Have an Honest Conversation About DTC Pharma Advertising](https://www.dtcperspectives.com/lets-honest-conversation-dtc-pharma-advertising/) - The other night I tucked my nine-year-old son Caleb into bed and closed the door. I walked by his room shortly thereafter expecting him to be out cold. Instead, I heard him belting out “Tresiba rea-dy” in tune with the TV commercial we had seen that day. A few days later I took him for a check-up
- [SWOT Analysis:  Virtual Reality Destined to Become Successful Marketing Platform](https://www.dtcperspectives.com/swot-analysis-virtual-reality-destined-become-successful-marketing-platform/) - Zen Chu, MD, of Accelerated Medical Ventures and senior lecturer at MIT Sloan School of Management, said “We’ve got so many new technologies and redesigned experiences impacting both the value we deliver and also the value patients are getting from healthcare.” A SWOT analysis shows that virtual reality (VR) is a novelty that will be
- [ICYMI: Frank Chipman's Groundbreaking Tips on DTC Digital Advertising](https://www.dtcperspectives.com/icymi-frank-chipmans-groundbreaking-tips-dtc-digital-advertising/) - A revolution in pharma marketing Did you know? 72% of patients go online to learn about their condition. And 1 in 4 turn to the internet before speaking to a doctor. Yet only 3% of healthcare advertising budget is spent on digital. And most digital DTC advertising is ineffective. Are you making the most of DTC digital advertising? This
- [DTC in Perspective: Consumer Price Information in DTC Ads](https://www.dtcperspectives.com/dtc-perspective-consumer-price-information-dtc-ads/) - We all know the final price patients pay for prescription drugs is as complex as determining whether life exists on other planets. In no other consumer category do users have no idea what the product will cost. We all can estimate the price of a Mercedes, a four bedroom house in our neighborhood, a new
- [Rx EDGE Media Network Announces New President and CEO](https://www.dtcperspectives.com/rx-edge-media-network-announces-new-president-ceo/) - Nathan "Nate" Lucht has joined Rx EDGE® Media Network as President and CEO, as it was announced in a news release yesterday. He will take the reigns from former CEO, Jim O'Dea, who will continue on with the company as Chairman. Having held leadership roles with companies such as General Mills, Boston Consulting Group, and IRI,
- [Latest Intouch, DHC eBook Chapter Looks at Future of AI in Healthcare](https://www.dtcperspectives.com/latest-intouch-dhc-ebook-chapter-looks-future-ai-healthcare/) - According to the fifth and final chapter of the eBook, Modern Pharma Marketing: Pharma's Data-Powered AI Revolution, the authors from Intouch Solutions and Digital Health Coalition (DHC) look ahead to 2023. They note "[w]e believe that AI today is analogous to the 'e' revolution of the 1990s. By 2023, we won’t be talking about AI-powered
- [Healthline Launches Breast Cancer Support App](https://www.dtcperspectives.com/healthline-launches-breast-cancer-support-app/) - Breast Cancer Healthline launched shortly before Breast Cancer Awareness month in October. This new app provides 1:1 support for patients, survivors, and caregivers through an online community that offers shared experiences, advice and encouragement, as well as the latest news, research, and information, all in real-time. As stated in the news release, "Designed by Healthline to
- [The Need for a Common Currency in POC](https://www.dtcperspectives.com/need-common-currency-poc/) - Sponsored Content You’re likely in the thick of planning for 2019 (caffeine in hand!). If you’re following in the footsteps of other pharma brands and agencies, there’s a good chance you’re looking to include point-of-care (POC) tactics in your plans: According to Medical Marketing & Media Healthcare Marketers 2017 Trend Report, 36% of pharma brand
- [eBook Shares Industry Insights on AI](https://www.dtcperspectives.com/ebook-shares-industry-insights-on-ai/) - The latest chapter in the ebook, Modern Marketing: Pharma's Data-Powered AI Revolution, was released this Tuesday by Intouch Solutions and Digital Health Coalition. Chapter 4, Ask the Experts: The Pharma POV, revealed that "there are significant shifts away from AI being 'not an issue today' to 'becoming very important' in 2019" as 38% of respondents ranked
- [Ozempic Launches National TV Spot](https://www.dtcperspectives.com/ozempic-launches-national-tv-spot/) - Novo Nordisk launched a branded DTC campaign for Ozempic, a once-weekly GLP-1 injectable prescription for adults with type 2 diabetes that, along with diet and exercise, may improve blood sugar. The national TV spot is set to the catchy 1970s song, "Magic" by Pilot - but uses altered lyrics to educate consumers about the treatment,
- [Understanding the Spanish Culture for High Impact Multicultural Pharma Marketing](https://www.dtcperspectives.com/understanding-spanish-culture-high-impact-multicultural-pharma-marketing/) - As Peter Drucker, renowned educator, management consultant, and author, said, "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." This mantra holds true with multicultural marketing in the pharmaceutical industry, especially with Hispanic and Latino populations. Successful pharmaceutical marketing amongst the Spanish
- [POC Accountability Does Exist - Right Here](https://www.dtcperspectives.com/poc-accountability-exist-right/) - Sponsored Content Confused about point-of-care (POC) validation measures? I’m not surprised. The transparency and accountability of the POC channel remains a hot topic in the media; some are even calling POC one of the most misunderstood media spaces. I understand why, given every point of view seems to report on a different “must-have” approach. While
- [Consumer Trust in Pharma Drops 13% Over Past Year](https://www.dtcperspectives.com/consumer-trust-pharma-drops-13-past-year/) - The American public's trust level in pharmaceutical companies fell 13%, dropping down to 38% in 2018 compared to 2017, accord to Edelman's recently released Edelman Trust Barometer. According to the report, the "pharma industry [is being] blamed for high cost of drugs and aggressive marketing of opioids as addiction reaches epidemic levels". Steve Weiss, Senior Vice President
- [Trending Now: The Need to Put Patients First](https://www.dtcperspectives.com/trending-now-need-put-patients-first/) - The theme of this month’s newsletter is consumer trends. Here’s a recent one worth talking about: According to new research, consumer trust in pharma has hit a new low, dropping 13 points from 51% to 38%. How can an industry that does so much good have such low credibility? Listen to patient testimonials in focus
- [3 Takeaways From Pharma Direct-To-Consumer (DTC) Advertising Conference](https://www.dtcperspectives.com/3-takeaways-pharma-direct-consumer-dtc-advertising-conference/) - Whether you’re new to the DTC pharma space in the US, or an industry veteran, what you need to know to stay ahead. The advertising of prescription drugs on TV and in magazines is a uniquely American phenomenon. Turn on the news or flip through a magazine and you’re likely to notice a pharmaceutical commercial
- [DTC in Perspective: Chantix Goes with a Goodfella](https://www.dtcperspectives.com/dtc-perspective-chantix-goes-goodfella/) - The latest Chantix smoking cessation DTC television ad is featuring my favorite wise guy actor Ray Liotta. Looking a little grayer and heavier Ray is still the iconic member of the De Niro/Pesci crew from Goodfellas, maybe only slightly behind The Godfather in my favorites list. Ray is also in my favorite baseball movie Field
- [DTC in Perspective: Botox DTC Targets Men](https://www.dtcperspectives.com/dtc-perspective-botox-dtc-targets-men/) - Allergan’s Botox is going “Brotox” in its latest DTC campaign. That term is not mine as I borrowed it from a Forbes article. Men, yes, we men are a vast untapped market for smoother skin. As I age, my frown lines are forming, and why not try to look better. For me being the frugal
- [Relationship Reframes Paid Vs. Organic Facebook Debate](https://www.dtcperspectives.com/relationship-reframes-paid-vs-organic-facebook-debate/) - If I have heard it once, I have heard it a thousand times: organic marketing on Facebook is dead. Pay-to-play, experts say, is the only way to really reach desired audiences. Regardless of industry, this has been the overall takeaway. This clarion call has only gotten louder since Facebook announced in January that it would
- [Seven Steps for Managing Adverse Events in Social Media](https://www.dtcperspectives.com/seven-steps-managing-adverse-events-social-media/) - In an ever-changing pharma environment staying connected is vital. Amidst regulatory challenges and uncertainty of new channels, the pharma industry is beginning to embrace social media to empower patients and healthcare providers. Social platforms are uniquely designed to support patient and provider needs perhaps more directly and efficiently than traditional channels. Social technologies can be
- [Keep Point of Care in Front of Your Upfronts](https://www.dtcperspectives.com/keep-point-care-front-upfronts/) - Sponsored Content PatientPoint had the honor of sponsoring the Top 25 DTC Marketers and Hall of Fame awards at last month’s DTC National. During Hall of Fame inductee Christine Sakdalan’s passionate acceptance speech, one of her quotes really stood out, as it touched on some very relevant topics within our industry. She said: “More than
- [DTC for Cancer Treatments: Must-See TV](https://www.dtcperspectives.com/dtc-cancer-treatments-must-see-tv/) - The word “cancer” has become a household word, used by cancer centers, drug manufactures and the non-profit community in aggressive and extensive DTC marketing initiatives. But, historically, marketing cancer products directly to consumers rarely (if ever) happened; it was one of those areas that was deemed to be “pushing it too far.” What has contributed
- [DTC in Perspective: Trump Drug Plan and DTC Price Disclosure](https://www.dtcperspectives.com/dtc-perspective-trump-drug-plan-dtc-price-disclosure/) - I was watching HHS Secretary Alex Azar during the White House press briefing unveil an idea we have heard pushed before. That is, DTC advertising should disclose the price of the advertised drug. That sounds fair but is a lot more difficult to implement than any other advertised category. Most advertised retail prices have relevance
- [Aim for the Gold Standard in Measuring Point-of-Care Marketing](https://www.dtcperspectives.com/aim-gold-standard-measuring-point-care-marketing/) - If you’ve been asking hard questions about the data provided by your DTC and POC campaign partners, you’re not alone. Although the heightened scrutiny is new, the challenges aren’t. The good news is that trustworthy solutions are established, proven, and available. Treatment decisions and research are guided by data that meets exacting standards for quality,
- [Point-of-Care Credibility is Essential for Patient Health](https://www.dtcperspectives.com/point-care-credibility-is-essential-for-patient-health/) - Point-of-Care media must take responsibility for its trust and accountability because patient health depends on it. According to the CDC, American patients visited the doctor nearly 1 billion times in 2017 – over three trips per person. In many of those doctors’ offices across the United States, patients found educational materials to aid them in
- [Health is Personal; Health Advertising Should Be, Too](https://www.dtcperspectives.com/health-personal-health-advertising/) - New Data Indicates that Consumers Want Targeted Health Ads It’s one of the conundrums we face as health marketers, that health is completely personal. Pain is subjective. Symptoms vary. My epilepsy is different. What works for one consumer doesn’t necessarily work for the other. Not only does personal biology vary from person to person, but
- [How Content Bridges the Marketing Gap](https://www.dtcperspectives.com/content-bridges-marketing-gap/) - Chances are you already know that content marketing is important to reach the people that matter to your brand. Even more importantly, content marketing can help patients know that a treatment exists while giving them the opportunity to connect with each other in social platforms. This enables people to do something that no other part
- [FDA Launches Mobile App 'Drugs@FDA Express'](https://www.dtcperspectives.com/fda-launches-mobile-app-drugsfda-express/) - The FDA recently released "Drugs@FDA Express", a mobile app that allows users to search for information about FDA-approved brand and generic prescriptions, OTC medications, and biological therapeutic products. The mobile app is a "light" version of the full website, with the app omitting letters and reviews - although the app's homepage states this and includes a
- [Pharma's Ad Tax Deduction in Crosshairs Again](https://www.dtcperspectives.com/pharmas-ad-tax-deduction-crosshairs/) - Earlier this month, Sen. Claire McCaskill (D-Mo.) introduced a bill to end the advertising cost tax deduction; this is separate from the larger tax cut bill from last December which failed to remove the practice. This latest attempt, Senate Bill 2478 a.k.a. The End Taxpayers Subsidies for Drug Ads Act, is co-sponsored by Sen. Jeanne
- [Healthcare Tops Concerns for Americans in Latest Gallup Poll](https://www.dtcperspectives.com/healthcare-tops-concerns-americans-latest-gallup-poll/) - In the latest Gallup poll, 55% of Americans "worry a great deal" about the availability and affordability of healthcare. The concerns around healthcare top the list, beating out other major concerns such as Crime and violence, Federal spending and the budget deficit, and Availability of guns. A further 23% ranked their concern level at "a
- [Mesmerize Marketing Acquired by Brite Media Group](https://www.dtcperspectives.com/mesmerize-marketing-acquired-brite-media-group/) - Out-of-home advertising company, Brite Media Group, has acquired Mesmerize Marketing, a leader in patient education at the point-of-care. "Gregory Leibert, the founder and Chief Executive Officer of Mesmerize, and Craig Mait, Chief Operating Officer, will join Brite Media in leadership roles and will continue to operate the Mesmerize business along with their existing team," outlined the
- [Andrew Schirmer Named CEO of Ogilvy CommonHealth](https://www.dtcperspectives.com/andrew-schirmer-named-ceo-ogilvy-commonhealth/) - Andrew Schirmer has taken on the role of Chief Executive Officer with Ogilvy CommonHealth North America, a WPP Health & Wellness company. He returns to his roots, having started his career with the company in 1987. Schirmer was most recently President with McCann Global Health, overseeing the firm's global and public health unit. According to
- [DTC in Perspective: Ad Spending Down in 2017](https://www.dtcperspectives.com/dtc-perspective-ad-spending-2017/) - Kantar Media reported full year 2017 DTC spending declined 4.6%. Is this decline any reason for concern among the DTC industry? No, not really. DTC spending has become an integral part of drug brand marketing. There is no drug industry talk of ending it or reducing its importance. There was such talk during the temporary
- [DTC Perspectives Announces 2018 Ad Awards Finalists](https://www.dtcperspectives.com/dtc-perspectives-announces-2018-ad-awards-finalists/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders, will honor a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards are part of the 18th Annual DTC National Conference held April 18-20 in Boston. Sponsored by Health Monitor Network, the 2018 Advertising Awards showcase the best marketing
- [DTC in Perspective: New HHS Secretary Vows Value Driven Care](https://www.dtcperspectives.com/dtc-perspective-new-hhs-secretary-vows-value-driven-care/) - Alex Azar the new HHS Secretary has promised to make healthcare value a top goal. Azar says he will shake up the healthcare system to deliver value to patients. He delivered that message this week to hospital executives at a convention in Washington. Azar said that America is not getting enough for the money spent
- [DTC in Perspective: Alphabet Spells Insurance?](https://www.dtcperspectives.com/dtc-perspective-alphabet-spells-insurance/) - Alphabet, formerly known as Google, has decided to enter the health insurance business according to a CNBC report. The entry of big data companies into health insurance could have significant impact on costs. The Alphabet health subsidiary is called Verily. Why might big data companies affect costs of care? They have tremendous capabilities to know
- [New Rule Proposed to Expand Short-Term, Limited-Duration Health Insurance](https://www.dtcperspectives.com/new-rule-proposed-expand-short-term-limited-duration-health-insurance/) - Last week the Departments of Health Human Services (HHS), Labor, and Treasury proposed a rule that would “expand the availability of short-term, limited-duration health insurance by allowing consumers to buy plans providing coverage for any period of less than 12 months, rather than the current maximum period of less than three months.” This will not
- [Apple Continues to Expand Reach in Healthcare, Launches AC Wellness](https://www.dtcperspectives.com/apple-continues-expand-reach-healthcare-launches-ac-wellness/) - In the spring of 2018, Apple plans to premiere AC Wellness, independent medical centers for its employees and dependents offering concierge-like healthcare. As first reported by CNBC yesterday, Apple “quietly published a website, acwellness.com, with more details about its initiative and a careers page listing jobs.” While little information is currently available, AC Wellness’ website
- [The Reward of Branding? Human Insights to Power Teva's Next Chapter](https://www.dtcperspectives.com/reward-branding-human-insights-power-tevas-next-chapter/) - As a company whose products impact the lives of millions of people, many of them managing serious health conditions, we are aware of how societal trends have transformed the way people relate to their health and have evolved their expectations of companies like ours. So when we decided to launch a new brand positioning, we
- [2018 DTC Hall of Fame Inductees Announced](https://www.dtcperspectives.com/2018-dtc-hall-fame-announced/) - DTC Perspectives, Inc., the leading conference, training and publishing company for the consumer marketing of pharmaceutical and healthcare products, is proud to announce its 10th annual class of inductees into the DTC Hall of Fame. The 2018 class will be honored live at an induction ceremony sponsored by PatientPoint, at the Sheraton Boston in Boston, MA as part of DTC
- [DTC Perspectives Announces 2018 Top 25 Marketers of the Year](https://www.dtcperspectives.com/dtc-perspectives-announces-2018-top-25-marketers-year/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 17th Annual list of the “Top 25 DTC Marketers of the Year.” This year’s class will be honored during a joint ceremony dinner recognizing the 2018 Top 25 DTC Marketers and Hall of Fame class on the evening of April 18 sponsored
- [DTC in Perspective: Powerful Disease Education Ads](https://www.dtcperspectives.com/dtc-perspective-powerful-disease-education-ads/) - While branded DTC Ads dominate the spending, there are some drug makers investing heavily in disease education. Most do it because when they have a drug for the disease coming out shortly or are in the introductory physician awareness phase for a newly approved drug. They usually have the only drug available for the condition
- [DTC in Perspective: Amazon Enters Health Care](https://www.dtcperspectives.com/dtc-perspective-amazon-enters-health-care/) - Amazon, JP Morgan, and Warren Buffett’s Berkshire Hathaway have announced a joint venture to improve healthcare coverage for their three companies. There are a lot of unknowns as to what this means for the broader healthcare sector. Is this just the start of Amazon disrupting how insurance is provided? Or, is it more limited to
- [DTC in Perspective: When Good is Bad?](https://www.dtcperspectives.com/dtc-perspective-good-bad/) - I thought I woke up in a dystopian 1984 world when I saw an article on the low number of warning and untitled letters issued to drug companies in 2017. Written in the NY Daily News on 12/11/17 the article bemoaned the fact that only three letters were issued in 2017 compared to eleven in 2016. Somehow
- [DTC in Perspective: Dems Keep Trying to Kill DTC](https://www.dtcperspectives.com/dtc-perspective-dems-keep-trying-kill-dtc/) - In the latest attempt to kill DTC, Senator Claire McCaskill (D-MO) tried to amend the Trump tax bill with an elimination of the tax deductibility of DTC as a business expense. It was defeated. This is the umpteenth time this tactic has been tried by Congress hostile to the drug industry. I have lots of
- [DTC in Perspective: Predictions for 2018](https://www.dtcperspectives.com/dtc-perspective-predictions-2018/) - Time to have a little fun with the unknown. Predictions are nice for stimulating discussion so here goes. The DTC spending will increase modestly in 2018 by around 5%. Some of that increase is media cost inflation. So, I am expecting a strong year but not a boom in spending. FDA will not take any
- [The Seven Deadly Sins of Content Marketing](https://www.dtcperspectives.com/seven-deadly-sins-content-marketing/) - “Content” has replaced “digital” as the biggest buzzword in marketing today—and is now at the core of all communications plans. According to a report by Accenture published late last year, 78% of pharmaceutical and biotech marketers now produce a “moderate to enormous” amount of digital content—from patient testimonials, social posts and news articles to shareable
- [Peter J Solomon Releases Whitepaper on POC Verification, Standardization](https://www.dtcperspectives.com/peter-j-solomon-releases-whitepaper-poc-verification-standardization/) - Peter J Solomon's Marketing Services Group released a whitepaper recently on the importance of standardization and auditing practices within the point-of-care (POC) space. With POC being such an important piece in educating patients and aiding the HCP-patient conversation, "marketers and healthcare professionals are concerned about the verification, standardization and auditing of network content and scale," noted
- [Susan G. Komen Launches Innovative Initiatives to Support Research](https://www.dtcperspectives.com/susan-g-komen-launches-innovative-initiatives-support-research/) - Susan G. Komen announced this month that it has partnered up with Data Does Good to support breast cancer research via purchases made by holiday shoppers. As outlined in a news release, "for every dollar participating supporters spend on Amazon annually, Data Does Good will donate 1% to Susan G. Komen to fund breakthrough research
- [DTC in Perspective: HIV Drug Starts DTC Television](https://www.dtcperspectives.com/dtc-perspective-hiv-drug-starts-dtc-television/) - ViiV drug Triumeq for HIV just launched a television campaign. HIV drugs have not used television historically choosing instead targeted print as its main media. The number of people who have HIV is about 1.1 million in the United States. HIV can be successfully treated and newer drugs have turned what was once a deadly
- [DTC in Perspective: A Broken Hip, American Style.](https://www.dtcperspectives.com/dtc-perspective-broken-hip-american-style/) - A week ago, my wife Debra broke her hip in a fall. The experience has given me a better appreciation of our health care system. While not perfect, I am impressed with the speed and quality of the care American style. That is, the for profit hospital was interested in her satisfaction as a customer.
- [For Doctors, Better Data Means Earlier Diagnosis and Effective Treatment](https://www.dtcperspectives.com/doctors-better-data-means-earlier-diagnosis-effective-treatment/) - By Aimee Delorey, Ph.D., and Mark Miller of Symphony Health It comes as no surprise that big data is being used in all aspects of human life, from where we shop, how we listen to music, how we date and more. But in healthcare analytics, it’s more than just collecting data for the sake of
- [DTC in Perspective: Could Amazon Change the Drug Market?](https://www.dtcperspectives.com/dtc-perspective-amazon-change-drug-market/) - The widely reported story that Amazon is considering entering the prescription drug market has made current drug sellers nervous. Could Amazon revolutionize drug sales? Or, would they just be another mail order supplier in a crowded market? The answer is unclear. Amazon certainly has the strength to cut deals with drug companies, insurers and major
- [A One-on-One with Galderma VP & General Manager of the U.S. A&C Business Unit Alisa Lask: How Digital is Transforming their Patient Communications](https://www.dtcperspectives.com/one-one-galderma-vp-general-manager-u-s-ac-business-unit-alisa-lask-digital-transforming-patient-communications/) - In mid-September, DTC Perspectives spoke with Alisa Lask, the VP and General Manager of Aesthetic & Corrective Business Unit from Galderma, about the evolution of their digital marketing. “Digital has had a really powerful impact on the aesthetics brands,” she noted. Galderma’s aesthetics business unit is already seeing a large usage of their various digital
- [Without POC, You’re Missing the Point (of Script)](https://www.dtcperspectives.com/without-poc-youre-missing-point-script/) - “What’s the ultimate call to action?” This question was raised in a recent meeting, and I thought it a good one to discuss since we’re in the midst of planning season. Many would say the answer depends on the brand’s end goal. For pharma marketers, however, I say the ultimate action that brands need to
- [DTC in Perspective: Why Can’t We Do Better for Consumers?](https://www.dtcperspectives.com/dtc-perspective-cant-better-consumers/) - My question to the DTC community is why can’t we come together with FDA and make DTC advertising more understandable. I am not talking just about risks but also benefits and indications. We are all letting the approved label dictate how we say what we say. That label information is generally not consumer friendly. Consumers
- [DTC in Perspective: Obamacare Stays, Drug Companies at Risk](https://www.dtcperspectives.com/dtc-perspective-obamacare-stays-drug-companies-risk/) - With the failure to come up with an alternative to Obamacare, Congress has left drug companies in a more precarious position. The goal was to make health care more free market oriented and less government controlled. That would have created more competition among health care providers and insurance companies. Patients would have more choice and
- [Online Health Communities: A New Frontier in Health Research](https://www.dtcperspectives.com/online-health-communities-new-frontier-health-research/) - For years, many luxury goods retailers, concerned about exclusivity and control, either sniffed at or completely ignored the internet as a marketplace. Now, a recent McKinsey & Company Marketing & Sales report tells us “Nearly half of luxury goods buying decisions are already influenced by what consumers hear or see online.” The same report predicts
- [DTC in Perspective: FDA Seeks Input on Risk Disclosure. More Study or Action?](https://www.dtcperspectives.com/dtc-perspective-fda-seeks-input-risk-disclosure-study-action/) - The FDA is starting the process of possibly reducing the required number of risks presented in television ads. They have opened a docket to solicit public input on 8 questions they raised. I expect this process to be lengthy as speed has never been a guiding principle of the FDA’s Office of Prescription Drug Promotion
- [Creating a Compelling Customer Experience for the Digital Age](https://www.dtcperspectives.com/creating-compelling-customer-experience-digital-age/) - The scope of what we call marketing seems to be growing every day. Within the professional lives of many in the business of pharmaceutical marketing, a campaign of one-size-fits-all magazine ads alone was considered sufficient to launch and sustain a multi-million-dollar brand. Then came television, then the internet, then mobile devices, and on and on
- [Advocacy and Industry: Weighing Influence and Transparency](https://www.dtcperspectives.com/advocacy-industry-weighing-influence-transparency/) - Today’s healthcare environment - with access to therapy and pricing top of mind, new “right to try” laws, possible legislative changes, and big shifts in the ways that consumers get health information - requires more innovative and thoughtful approaches on how to communicate than ever before. For many pharmaceutical companies, advocacy is a highly promising and rewarding way
- [DTC in Perspective: FDA Study on Risk Communication Complete](https://www.dtcperspectives.com/dtc-perspective-fda-study-risk-communication-complete/) - In what may be a major step towards reducing the litany of risks presented in DTC television ads, the FDA released their new study that shows that less risks presented is better for consumer comprehension and retention. While saying further study is needed, FDA cleared the way for perhaps eventually changing its guidance on the
- [Voice Search and the Health Information Impact](https://www.dtcperspectives.com/voice-search-health-information-impact/) - If you haven’t been living under a rock (or aren’t my parents), you are probably aware of the rise in popularity of voice search and voice enabled devices. Thanks to technology like Google Assistant, iOS Siri, and Amazon Echo, voice search is exploding in terms of both adoption and technology integration. A comScore study in
- [DTC in Perspective: The Vaccines Take a Prominent DTC Role](https://www.dtcperspectives.com/dtc-perspective-vaccines-take-prominent-dtc-role/) - The Vaccine makers have been very active using DTC to build awareness for some very serious diseases. Prevnar 13 from Pfizer has had a high spend campaign for its pneumonia vaccine. HPV has also been prominently promoted by Merck for Gardasil. Recently two new vaccines for meningitis B have hit the market and are going
- [DTC in Perspective: FDA Research Reinforces Warning Rationale](https://www.dtcperspectives.com/dtc-perspective-fda-research-reinforces-warning-rationale/) - Many recent FDA warning letters involve what they say are distracting visuals during risk discussion. Last year Otezla and Toujeo were cited for that. A recent study using eye tracking reinforced their view that visual backgrounds on TV ads are potentially hurting comprehension of risks. Drug makers frequently mention some of the risks using supers
- [DTC in Perspective: Cyndi Lauper and Cosentyx](https://www.dtcperspectives.com/dtc-perspective-cyndi-lauper-cosentyx/) - The Novartis psoriasis drug Cosentyx has taken an interesting approach on use of a celebrity. Rather than have a celebrity alone plug a drug this new ad mixes Cyndi with regular folks. It makes her seem like just another psoriasis sufferer who happens to be a famous pop star rather than the celebrity spokesperson for
- [DTC in Perspective: Now What?](https://www.dtcperspectives.com/dtc-perspective-now/) - With the failure of the Republicans to pass repeal and replace we are left wondering what next. We are now at increased risk of drug pricing and DTC regulation. As now it appears that Republicans and Democrats will come up jointly with a salvage plan for Obamacare, drug makers will be in the crosshairs to
- [DTC in Perspective: A World Without DTC](https://www.dtcperspectives.com/dtc-perspective-world-without-dtc/) - Imagine there was no DTC advertising because of a government ban. Let’s put aside the free speech issues for a moment and assume the courts supported a ban. Also let’s assume the health care system is similar to what we have now. That is, it is still a mix of private insurers, Medicare, Medicaid, with
- [DTC in Perspective: AMA Delegation Pushes for DTC Ads to Tell Price](https://www.dtcperspectives.com/dtc-perspective-ama-delegation-pushes-dtc-ads-tell-price/) - Some state delegations are pushing the AMA to adopt a position to push drug makers to include the retail price in their ads. They feel full disclosure will inform consumers that some drugs are very expensive up front. The physicians pushing this idea feel drug makers will be held more accountable by the public if
- [DTC in Perspective: The Obamacare Reform Puzzle and DTC](https://www.dtcperspectives.com/dtc-perspective-obamacare-reform-puzzle-dtc/) - First, I am now back writing my weekly column after taking a couple of months off to recharge my batteries. Happy to be back giving my thoughts on issues affecting our DTC community. As I was watching CNN discuss healthcare reform yesterday I was surprised to hear host Chris Cuomo say drug prices were the
- [Healthcare: Repeal Now, Replace Later?](https://www.dtcperspectives.com/healthcare-repeal-now-replace-later/) - Earlier today, Nebraska Senator Ben Sasse sent a letter to President Trump urging him to separate the actions of repealing and replacing healthcare, rather than doing them simultaneously, if there is still no resolution by July 10th. Since not enough progress has been made on healthcare, during an appearance on Fox & Friends this morning the Republican
- [PatientPoint Raises $140 Million in Capital to Fuel Its Digital POC Growth](https://www.dtcperspectives.com/patientpoint-raises-140-million-capital-fuel-digital-poc-growth/) - PatientPoint announced this week that it received $140 million in capital from private investment firms, allowing for significant digital growth in its point of care networks. Serving as a strategic advisor, the Peter J. Solomon Company secured the financing from Searchlight Capital Partners and Silver Point Capital. A leader in patient education and engagement programs
- [The Impact of Behavioral Coaching on Adherence](https://www.dtcperspectives.com/impact-behavioral-coaching-adherence/) - The concept of coaching is pervasive in today’s culture with many popular forms: life coach, fitness coach, personal coach, wellness coach, and behavioral coach. Regardless of the topic, coaches help us to take the next step towards achieving our goals. But understanding the purpose behind behavioral coaching is particularly important as we seek to meet
- [How Empowered Nurses are Changing the Pharma Industry](https://www.dtcperspectives.com/empowered-nurses-changing-pharma-industry/) - Nurses today are in an optimal position to help pharmaceutical companies. According to the American Nurses Association, nursing professionals have high levels of trust in terms of consumer perception for the past 15 years, and nursing reliability and expertise is recognized within the healthcare profession. Yet the critical functions of nurses within the pharmaceutical industry
- [The Right Time and Right Place for Print](https://www.dtcperspectives.com/right-time-right-place-print/) - Sponsored Content As patient centricity continues to become the industry priority, the need to get the right information to the right patients at the right time in the right format is more important than ever—especially for pharma. Our recent white paper touched on the disconnect patients feel with pharma companies. Today, only 9% of patients
- [Five Strategies for Pharma Engagement on Social Media](https://www.dtcperspectives.com/five-strategies-pharma-engagement-social-media/) - Here’s the big question: How does an industry with regulatory constraints around how it communicates with the public successfully engage on social media through robust, timely, and helpful interactions? There’s not a simple answer, but creating clear and consistent “rules of engagement” can make for a good first step forward. As a digital and social
- [The Right Moment to Take Your Brand to the Man](https://www.dtcperspectives.com/right-moment-take-brand-man/) - Sponsored Content In light of the upcoming Men’s Health Month in June, I thought it relevant to talk about one of the biggest challenges pharma marketers have come to PatientPoint for help with: how to engage men and get them talking about their health. While George Clooney has always been my ideal target, for pharma
- [Outcome Health's Closes First-Ever Round of Funding at $5B Valuation](https://www.dtcperspectives.com/outcome-healths-closes-first-ever-round-funding-5b-valuation/) - Outcome Health announced its first-ever round of funding closed at a $5B valuation pre-money from a group of investors, including Goldman Sachs Investment Partners, Alphabet’s growth equity fund CapitalG, Leerink Transformation Partners, Pritzker Group Venture Capital, Balyasny Asset Management, and strategic healthcare stakeholders. According to the news release, the nearly $600 million raised during this round
- [Mesmerize Marketing Acquires Doctors' Office Wallboards from Elite Sampling & Media Group](https://www.dtcperspectives.com/mesmerize-marketing-acquires-doctors-office-wallboards-elite-sampling-media-group/) - Mesmerize Marketing will increase their Healthy Living Network by more than 70% with the recent acquisition of Elite Sampling & Media Group’s national network of doctors’ office wallboards. The positions Mesmerize Marketing, a leader in patient education at the point of care (POC), as the "largest provider of static media in high prescribing physicians’ offices" reaching more
- [Understanding the DTC Shift in the Healthcare Industry](https://www.dtcperspectives.com/understanding-dtc-shift-healthcare-industry/) - Feel that? That’s the seismic shift happening right now in the healthcare industry. Over the past twenty years, several distinct market trends have emerged across the healthcare landscape. Now, these trends have arrived – and they’re only gaining more traction. The Affordable Care Act facilitated many of these changes, including an influx of digitally savvy
- [PHARMA BRANDS: ARE YOU AN UBER OR A TAXI?](https://www.dtcperspectives.com/pharma-brands-uber-taxi/) - Sponsored Content “Don’t get Ubered” is a common phrase uttered in the tech world today. It’s referencing companies who don’t (or won’t) pay attention to the changes happening around them. As a result, they scramble for survival as more attuned companies see success by adapting their entire way of doing business. Put in that perspective,
- [From Coping to Confident](https://www.dtcperspectives.com/from-coping-to-confident/) - Specialty Drug Marketers Can Tap into Patient Stories Stories are ingrained in us from the time we are infants. The nighttime ritual of parents and children cozying up with a storybook or two is a genuine and enjoyable encounter, one with an underlying message or lesson that is served in a palatable way. Once we
- [DTC in Perspective: Thank You Mr. Pitts](https://www.dtcperspectives.com/dtc-perspective-thank-mr-pitts/) - No, the above is not a movie title. It is referring to an op-ed in the 4/17 Washington Examiner defending DTC by former FDA official Peter Pitts. The op-ed lays out the case why the attacks on DTC are flat out wrong or fake news as Mr. Pitts calls it in the title. Mr. Pitts
- [DTC in Perspective: The People of DTC](https://www.dtcperspectives.com/dtc-perspective-people-dtc/) - As I sat through the many DTC presentations last week at The DTC National Conference I took note of the people actually creating DTC. They all struck me as passionate about their products and their customers. While it is easy to be cynical about the drug companies as corporate entities it is harder when you
- [DTC Perspectives Announces the 2017 Ad Award Winners at Annual National Conference](https://www.dtcperspectives.com/dtc-perspectives-announces-2017-ad-award-winners-annual-national-conference/) - The leading forum for direct-to-consumer (DTC) advertising thought leaders honored a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards were part of the 17th Annual DTC National Conference held April 5-7 in Boston. Sponsored by Health Monitor Network, the 2017 Advertising Awards showcased the best marketing and advertising
- [DTC in Perspective: The Healthcare Compromise We Need](https://www.dtcperspectives.com/dtc-perspective-healthcare-compromise-need/) - The basic problem in American politics today is we are asked choose a side. Either we are supposed love Obamacare or hate it depending on our political affiliation. That we somehow must think Obamacare has been either a savior or villain is the fault of our self serving politicians. Both sides are equally to blame.
- [Overcoming Communication Obstacles to Patient Engagement and Adherence](https://www.dtcperspectives.com/overcoming-communication-obstacles-patient-engagement-adherence/) - While the primary focus of patient adherence programs today has shifted from the product to the patient, the communication barriers that hinder patient interaction and engagement are still common. Many of these barriers can be overcome by investigating and addressing the root causes of issues, which often occur in either the basic program design
- [DTC in Perspective: The Power of Peers](https://www.dtcperspectives.com/dtc-perspective-power-peers/) - We all know about patient support forums. I am sure most of us check one forum or another about a condition we or a loved one have. Only recently did I have an occasion to see how powerful patient to patient sites are in influencing treatment and thought about how important it is to integrate
- [DTC in Perspective: Nielsen Says Record 2016 DTC Spending](https://www.dtcperspectives.com/dtc-perspective-nielsen-says-record-2016-dtc-spending/) - The final 2016 spending was released recently showing $5.66 billion versus $5.18 in 2015. DTC Perspectives has received some detail on these numbers and we ran some analysis explaining the growth. In 2014 spending was $4.33 billion so the last two years has seen growth of 31%. The 2016 number was a record and we
- [DTC in Perspective: Times of Turmoil Ahead](https://www.dtcperspectives.com/dtc-perspective-times-turmoil-ahead/) - While we are seeing record $ 5.6 billion spending numbers for DTC for 2016, we are also seeing a populist tide raging against drug companies. At the upcoming DTC National a few weeks from now we will be spending a lot of time on the forces that may affect the health of DTC in the
- [DTC in Perspective: The DTC Hunters Are Active](https://www.dtcperspectives.com/dtc-perspective-dtc-hunters-active/) - Every year I seem to need to rebut a critic of DTC who proposes a ban. Google DTC advertising and every month there will be call for a ban in the media. These DTC Hunters think that by making it extinct great things will happen. First, they believe prices for drugs would drop dramatically if
- [Beyond the Moustache: PatientPoint Takes The Movember Foundation to Point of Care](https://www.dtcperspectives.com/beyond-moustache-patientpoint-takes-movember-foundation-point-care/) - On February 17th, the Movember Foundation went beyond the moustache by expanding their promotional efforts through PatientPoint. With prostate cancer now the second most common form of cancer seen in men in the U.S., the two organizations teamed up to spread awareness and inspire healthy action between men and their healthcare professionals. According to Paul
- [DTC in Perspective: Media Misreporting Advertising Off-label Use](https://www.dtcperspectives.com/dtc-perspective-media-misreporting-advertising-off-label-use/) - I was shocked to see media stories saying DTC may expand to cover off label use. What! This erroneous idea came from an FDA open meeting held 11/16 to discuss off label use based on court cases allowing drug companies the right to discuss them. FDA has been under pressure on first amendment grounds to
- [Rules of the Code](https://www.dtcperspectives.com/rules-of-the-code/) - Should Pharma Site Metadata Play by the Same Rules as Paid Search Ads? This is the second entry in the series about “promotional peccadilloes” available on Convergence Point Media's Insights blog – topics that often trigger a perceived conflict between good regulatory compliance and effective marketing, and our perspectives on best practices to address them. The
- [DTC Perspectives Announces 2017 Advertising Awards Finalists](https://www.dtcperspectives.com/dtc-perspectives-announces-2017-advertising-awards-finalists/) - The leading forum for direct-to-consumer (DTC) advertising thought leaders honors a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards are part of the 17th Annual DTC National Conference to be held April 5-7 in Boston. Sponsored by Health Monitor Network, the 2017 Advertising Awards will showcase the
- [DTC Perspectives Announces Top 25 DTC Marketers of the Year](https://www.dtcperspectives.com/dtc-perspectives-announces-top-25-dtc-marketers-year/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 16th Annual list of the “Top 25 DTC Marketers of the Year.” This year’s class will be honored during a joint ceremony dinner recognizing the 2017 Top 25 DTC Marketers and Hall of Fame class on the evening of April 5 sponsored
- [DTC in Perspective: PhRMA Gets Bold](https://www.dtcperspectives.com/dtc-perspective-phrma-gets-bold/) - This week many drug CEOs met with President Trump to discuss pricing and innovation. In just two weeks Mr. Trump has sat down with a number of business leaders to push domestic investment in job creation. He pushed the drug makers to build factories here and get control of drug prices. In return Trump promised
- [DTC in Perspective: Did Obamacare Help or Hurt Americans?](https://www.dtcperspectives.com/dtc-perspective-obamacare-help-hurt-americans/) - Trying to be objective about Obamacare seems to be as difficult as with every other major policy issue these days. The newspaper headlines from the media are saying thousands of people will die if Obamacare is repealed. The Washington Post in a January 23 story cited estimates by medical professors who estimate the number at
- [DTC in Perspective: Repeal, Replace and DTC Growth](https://www.dtcperspectives.com/dtc-perspective-repeal-replace-dtc-growth/) - DTC will be much more important in the new health care era post Obamacare. This is not just for drug companies but for all health care goods and services. The Trumpcare plan will be shifting more decisions on health care to consumers based on free market competition. Americans will be given greater control over spending
- [DTC in Perspective: FDA Wants to See if Consumers Recognize Deceptive Ads](https://www.dtcperspectives.com/dtc-perspective-fda-wants-see-consumers-recognize-deceptive-ads/) - In what might be the most puzzling FDA DTC study proposed to date, the agency wants to see if consumers can recognize deceptive claims in DTC ads. In this study FDA wants to create mock ads with deceptive claims to see if consumers recognize those false claims and evaluate how that affects their perceptions of
- [These 7 Questions Can Mean the Difference Between Success Or Failure With Your Patient App](https://www.dtcperspectives.com/7-questions-can-mean-difference-success-failure-patient-app/) - Pharmaceutical patient apps are a hot topic among brand teams these days. They hold great promise for a brand across the patient journey, from supporting a dialog with physicians to setting treatment expectations to supporting disease or lifestyle management to providing support to maximize adherence. Yet, for all its promise, many brand teams have been
- [Engagement to Outcomes](https://www.dtcperspectives.com/engagement-to-outcomes/) - Over the past 25 years, PatientPoint has established themselves as a leader of patient and physician engagement solutions at the point of care. The company closed out 2016 on a high, with the launch of a new mobile app, PatientPoint 360, as well as the acquisition of MedCenterDisplay. This week, they kept the momentum rolling with
- [DTC in Perspective: My Predictions for 2017](https://www.dtcperspectives.com/dtc-perspective-predictions-2017/) - It is always fun to hear pundits make predictions. Most of the time they are wrong but we eagerly watch experts tell us who will win elections, how much stocks will rise, what the price of oil will be, and which film will win best picture. We have a media that exists to debate these
- [DTC in Perspective: FDA Tells Otezla and Toujeo Tone it Down](https://www.dtcperspectives.com/dtc-perspective-fda-tells-otezla-toujeo-tone/) - The arbitrary reviewers at FDA have decided that Otezla and Toujeo have music that is disturbing the peace. They have knocked on the walls of Celgene and Sanofi by issuing letters saying their television ads violate the law. How do they know they broke the law? The beauty of the FDA system is they decide
- [DTC in Perspective: A Free Market and DTC](https://www.dtcperspectives.com/dtc-perspective-free-market-dtc/) - We are likely to see a much freer market for health care under the new Trump administration. What does that really mean for consumers and providers? How might it affect drug companies? And to those of us in DTC marketing, does a free market help or hurt our business? America is not currently a true
- [DTC in Perspective: New HHS Secretary Tom Price](https://www.dtcperspectives.com/dtc-perspective-new-hhs-secretary-tom-price/) - President-Elect Trump nominated Georgia Congressman and physician Tom Price to head Health and Human Services. This move proves Trump is very serious in his goal of dismantling Obamacare. Dr. Price has offered a plan in the past very different from Obamacare. I think this is move in the right direction and will eventually improve quality
- [What Dr. Tom Price As Secretary of HHS May Mean For Healthcare](https://www.dtcperspectives.com/secretary-hhs-nominee-rep-tom-price-speaks-2010-dtc-national/) - On Tuesday, President-Elect Donald Trump announced his nomination for Rep. Tom Price (R-GA) for Secretary of the U.S. Department of Health and Human Services. In 2010, Rep. Price spoke at our conference and discussed the role of the federal government in healthcare and health insurance. To hear his views on health, and government's place in
- [Pulling Your Brand Through at POC](https://www.dtcperspectives.com/pulling-brand-poc/) - As pharma marketers continue to expand their footprint in the point of care (POC) channel - a channel where spending is growing at eight-times the rate of television spending - they are realizing not only its potential but the importance of ensuring their messaging mirrors their brand essentials as much as possible. For pharmaceutical brands,
- [The Digital (R)Evolution of Healthcare: How 2016 Trends will Evolve in the Year Ahead](https://www.dtcperspectives.com/digital-revolution-healthcare-2016-trends-will-evolve-year-ahead/) - The Point of Care Communications Council (POC3), an industry association dedicated to advocating for the effective use of the point of care (POC) channel to advance health and healthcare outcomes, recently held its annual meeting in New York to discuss how to elevate healthcare at the POC. Whether we come from clinical, marketing, patient education,
- [Reaching the Engaged Patient of the Future](https://www.dtcperspectives.com/reaching-engaged-patient-future/) - The patient as the consumer. You’ve heard this one before. Additionally, you’ve probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the “consumer” label
- [Conscious DTC Customers Demand Conscious DTC Advertisers](https://www.dtcperspectives.com/conscious-dtc-customers-demand-conscious-dtc-advertisers/) - In the past year, news stories have featured multiple outsider challenges to “the Establishment.” Traditional authority faces threats of being upended. Moreover, the challengers seem to have emerged with tsunami-like force, seemingly out of nowhere. Technology makes it easier for like-minded individuals to find each other and collectively demand changes that may shake up the
- [What’s a Diabetic to Do? Part Three](https://www.dtcperspectives.com/whats-diabetic-part-three/) - Part 3: The Medications A few months ago, I went for a blood test and found out my A1C was over 10%. This, combined with an unexplained weight loss of about 30 pounds, lead doctors to the obvious conclusion that I had joined the ranks of about 30 million Americans who had diabetes. At this
- [Insurers seek to challenge millennial 'invincibility’](https://www.dtcperspectives.com/insurers-seek-challenge-millennial-invincibility/) - Appealing to millennials is difficult enough for most industries, however the health insurance industry specifically struggles, as millennials feel invincible, and would rather diagnose themselves through Web MD than visit the doctor. Steve McCallion, CMO and creative director at Zoom+, recognizes this, and has developed a new approach to targeting millennials. McCallion says, “millennials are
- [DTC in Perspective: Election 2016 and DTC](https://www.dtcperspectives.com/dtc-perspective-election-2016-dtc/) - It is finally over. We have a new President elect. We have a relatively unchanged Senate and House. What does this mean for the DTC Industry? Both candidates were critical of the drug companies during their campaign. President-elect Trump has not said anything about DTC, but he has called for price negotiations with drug companies
- [Uber partners with startup to take patients to the doctor](https://www.dtcperspectives.com/uber-partners-startup-take-patients-doctor/) - For those below the poverty line, the elderly and the disabled, often their ability to visit the doctor depends heavily on available transportation. A 2005 study revealed that an estimated 3.6 million people do not receive nonemergency care for this reason. Uber, the leading ride-sharing technology company recognized this problem, and collaborated with Circulation, a
- [DTC in Perspective: Merck Launches Branded Shingles Campaign](https://www.dtcperspectives.com/dtc-perspective-merck-launches-branded-shingles-campaign/) - After years of unbranded ads for shingles, Merck is now promoting its vaccine by brand name. Why the change? Glaxo just filed for approval for its shingles vaccine and Merck now needs to build up the brand Zostavax. When doctors had one choice Merck did not need consumers to ask by brand name. Soon asking
- [Remedy Health Media launches new series: a peek into patients' lives](https://www.dtcperspectives.com/remedy-health-media-launches-new-series-peek-patients-lives/) - A few years back, Remedy Health Media launched a set of stories meant to help bring patients’ stories to life, following their “Live Bold, Live Now” platform. Today, the company pulled inspiration from the widespread popularity of “Humans of New York”, by launching two new initiatives looking to foster personal engagements with patients. Their new goal
- [Marvel creates superheroes suffering from bowel disease for Takeda campaign](https://www.dtcperspectives.com/marvel-creates-superheroes-suffering-bowel-disease-takeda-campaign/) - Pharma marketers and advertisers are posed daily with the challenge of portraying information about conditions that people do not talk about publically. In an attempt to unveil such conditions, Takeda launched “IBD Unmasked”, a global campaign aiming to raise awareness of IBD, a condition that affects five million people globally. The company are the first
- [DTC in Perspective: California Prop 61 A Dangerous Remedy](https://www.dtcperspectives.com/dtc-perspective-california-prop-61-dangerous-remedy/) - In an attempt to mandate lower drug prices California is asking voters to mandate state agencies pay no higher than the Veterans Administration (VA) rate. The VA gets lower negotiated rates than most other payers by as much as 40%. The VA has a formulary and dictates the prices it will pay. Proponents of Prop
- [Insulin Prices Soar While Drugmakers’ Share Stays Flat](https://www.dtcperspectives.com/insulin-prices-soar-drugmakers-share-stays-flat/) - Contrary to popular belief that soaring drug prices translates to growing wealth for manufacturers, the royalties within the insulin market are going directly to the middlemen. Also known as pharmacy-benefit managers (PBMs), their purpose in the market is to negotiate rebates and fees based on list prices. In light of the recent price increase of
- [What’s a Diabetic to Do? Part Two](https://www.dtcperspectives.com/whats-diabetic-part-two/) - Part 2: The Blood Glucose Monitor Editor’s Note: This is the second installment in Scott Ehrlich's multi-part series, What's a Diabetic to Do? Join us as he shares a first-hand account of his experiences as he moves along his treatment journey after having been diagnosed late this summer. Click here to read his first article on this subject.
- [3 Essential Questions to Ask when Measuring Performance at the Point of Care](https://www.dtcperspectives.com/3-essential-questions-ask-measuring-performance-point-care/) - In recent years, as a result of advances in technology, expansion of channel reach and increased focus on patient outcomes, the Point of Care channel has grown to be a more important part of brand marketing strategies – most notably for healthcare marketers. Campaigns at POC have been successfully fueled by data-driven targeting and
- [How the Rise of Healthcare Consumerism Impacts Patient Engagement](https://www.dtcperspectives.com/rise-healthcare-consumerism-impacts-patient-engagement/) - 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
- [Customize Your Engagement Programs to Set the Stage for Adherence Success](https://www.dtcperspectives.com/customize-engagement-programs-set-stage-adherence-success/) - 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
- [Online Video and Patient Engagement: Four Wise Moves](https://www.dtcperspectives.com/online-video-patient-engagement-four-wise-moves/) - 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 Chicken and the Egg of Stopping Zika](https://www.dtcperspectives.com/chicken-egg-stopping-zika/) - 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,
- [DTC in Perspective: Taking on Anecdotal DTC Critics](https://www.dtcperspectives.com/dtc-perspective-taking-anecdotal-dtc-critics/) - 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
- [DTC in Perspective: Ad Age Article Cites Rx Fear Mongering](https://www.dtcperspectives.com/dtc-perspective-ad-age-article-cites-rx-fear-mongering/) - 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.
- [DTC in Perspective: Hillary Has Plan to Fight "Unjustifiable" Drug Prices](https://www.dtcperspectives.com/dtc-perspective-hillary-plan-fight-unjustifiable-drug-prices/) - 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.
- [DTC in Perspective: Dry Eye DTC Battle Begins](https://www.dtcperspectives.com/dtc-perspective-dry-eye-dtc-battle-begins/) - 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
- [DTC in Perspective: Time to Get Real on Side Effects](https://www.dtcperspectives.com/dtc-perspective-time-get-real-side-effects/) - 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
- [Overcoming Myths to Reach the Growing Hispanic Market](https://www.dtcperspectives.com/overcoming-myths-reach-growing-hispanic-market/) - 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
- [A Healthcare Art Director's Journey: Becoming a Patient](https://www.dtcperspectives.com/healthcare-art-directors-journey-becoming-patient/) - Nothing makes one better at their job as a healthcare marketing art director than actually experiencing healthcare firsthand. I’ve always been relatively healthy - doing my fair share of exercising physically and mentally, and eating “kinda” well. I rarely visited my doctor’s office, except for the usual appointments. More honestly, I steered clear of doctor visits almost
- [What’s a Diabetic to Do? Part One](https://www.dtcperspectives.com/whats-diabetic-part-one/) - Part 1: Testing And the Lancing Device Editor's Note: Last month, DTC Perspectives' President & Chief Operating Officer, Scott Ehrlich, was diagnosed with diabetes. Join us in the multi-part series as he shares a first-hand account of his experiences as he moves along his treatment journey. About a month ago, I went for a blood test and found
- [Jennifer Aniston Teams with Shire, Digitas Health LifeBrands to Launch 'eyelove'](https://www.dtcperspectives.com/jennifer-aniston-teams-shire-launch-eyelove/) - Shire and Digitas Health LifeBrands (the agency of record) announced a new celebrity spokesperson today, partnering with Jennifer Aniston to raise awareness and understanding of chronic dry eye. By sharing her own experiences with the condition, she hopes to "educate and inspire people" to learn and communicate more with their healthcare professional. According to the news
- [DTC in Perspective: Diabetes DTC Exploding](https://www.dtcperspectives.com/dtc-perspective-diabetes-dtc-exploding/) - DTC spending continues to be very strong in 2016 based on a number of new brand advertisers. I fully expect the 2016 spending to top 2015 by 5% or more. That would put the total at about $5.5 billion. Driving much of the growth in 2016 will be diabetes drugs. The number of diabetes advertisers
- [DTC in Perspective: Opdivo DTC Criticized by Patient Family](https://www.dtcperspectives.com/dtc-perspective-opdivo-dtc-criticized-patient-family/) - In a heart wrenching story by a husband of a lung cancer patient, Opdivo DTC received harsh criticism. The op-ed in the 8/9 New York Times titled Cancer-Drug Ads vs. Cancer-Drug Reality delivers a rebuke to Opdivo for creating false expectations. The author Matt Jablow writes a touching story about his 48 year old non-smoker
- [DTC in Perspective: AMA Criticizes Lawyer Anti-Drug Ads](https://www.dtcperspectives.com/dtc-perspective-ama-criticizes-lawyer-anti-drug-ads/) - You know the ubiquitous ads soliciting clients who were “injured” by prescription drugs. Lawyers all over the country create a drumbeat of fear over prescription drug side effects. The American Medical Association(AMA) is now concerned that this fear mongering is causing patients to get off or refuse to start needed therapy. Last month the AMA
- [Beyond the Prescription Pad: Empowering Patients with Knowledge](https://www.dtcperspectives.com/beyond-prescription-pad-empowering-patients-knowledge/) - One of the first health lessons many of us ever heard was that famous rhyme our mothers used to recite frequently: An apple a day keeps the doctor away. With all due respect to mothers everywhere, while apples are a perfectly good source of nutrition and have many benefits, unfortunately we know that simply eating one
- [Increasing Medication Adherence with Multi-Channel Communications](https://www.dtcperspectives.com/increasing-medication-adherence-multi-channel-communications/) - The current statistics on medication adherence are remarkably somber. At the moment, lower rates of adherence translate not only into poor health outcomes which result in 125,000 deaths per year, but also healthcare costs ranging from $100 to $300 billion annually. Over the past 30 years, the WHO and Institute of Medicine (IOM) have not
- [Take Your Patient Adherence Program to the Next Level](https://www.dtcperspectives.com/take-patient-adherence-program-next-level/) - Today’s most successful adherence programs focus on the patient, not the product Developing successful patient adherence programs is a win on all fronts. Each year, a lack of patient adherence costs the U.S. healthcare system an estimated $290 billion. Indeed, payers benefit in the long run from reduced costs of healthier patients. Yet there are
- [DTC in Perspective: Media Inspired Fear 2](https://www.dtcperspectives.com/dtc-perspective-media-inspired-fear-2/) - I could not leave last week’s column on media inspired patient fear without another example. The excellent New York Times reporter Gina Kolata did a story on patients resisting drug treatment for osteoporosis out of side effect fears. The story in the June 1 New York Times said millions of people were forgoing osteoporosis drugs
- [DTC in Perspective: Pharmacists Join AMA in Calling for DTC Ban](https://www.dtcperspectives.com/dtc-perspective-pharmacists-join-ama-calling-dtc-ban/) - The AHSP, the organization that represents 43,000 pharmacists and technicians in hospitals and other acute care settings, called for banning DTC. This was a change from previous positions that supported DTC in limited use. The AHSP does not represent retail pharmacy but it is still an important voice in health care. Along with the AMA
- [Hope for Humanity with Disease Education and Prevention](https://www.dtcperspectives.com/hope-humanity-disease-education-prevention/) - The irony of the surname of 19th century Scottish author and reformer Samuel Smiles resonates within the pharmaceutical industry in its efforts to bring disease education and prevention to a huge and diverse population. Smiles stated, “Hope is the companion of power, and mother of success, for who so hopes strongly has within him the
- [ASHP Joins AMA in Seeking DTC Ban](https://www.dtcperspectives.com/ashp-joins-ama-seeking-dtc-ban/) - The American Society of Health-System Pharmacists (ASHP) has joined the American Medical Association (AMA) in calling for a ban on DTC advertising. Announced during an annual meeting of the ASHP House of Delegates during their Summer Meetings and Exhibition last week, the national pharmacist group approved a new policy calling on Congress to ban all
- [The Importance of Trust in Health Education](https://www.dtcperspectives.com/importance-trust-health-education/) - Where do consumers go to find information? Don’t overthink it—the simple answer is Google. In fact, the last time Google released data in 2012, the search engine giant reported more than 1 trillion searches every year. It’s only safe to assume that number has grown significantly since then. But where are these consumers getting their
- [Promises and Pitfalls in Calculating Drug Value](https://www.dtcperspectives.com/promises-pitfalls-calculating-drug-value/) - Following the logic of value-based purchasing, drugs with promise of extending life and treating rare diseases should have a higher purchasing value than those with unclear clinical efficacy results and economic benefits. Sounds reasonable. However, what the healthcare system is lacking is a straightforward method of assessing which drugs are both efficacious and cost-conscious. To address
- [Can A Focus On Patient Diversity Improve Clinical Trial Participation?](https://www.dtcperspectives.com/can-focus-patient-diversity-improve-clinical-trial-participation/) - The necessity of clinical trials as a means of assessing potentially life-saving interventions is widely accepted by healthcare providers and medical researchers alike. Also generally agreed upon is the difficulty of finding patients who meet the necessary inclusion criteria to participate in these clinical trials. In part, this challenge can be attributed to the administrative
- [DTC in Perspective: Why We Benefit from Higher Drug Prices](https://www.dtcperspectives.com/dtc-perspective-benefit-higher-drug-prices/) - Let me cite a headline in a recent 5/27 Associated Press story. “Superbug resistant to last-resort antibiotic found in the United States.” For the naïve critics who want to hammer drug companies who do you think will develop new antibiotics? Will it be the same caliber folks who run the TSA? The Post Office? The
- [DTC in Perspective: New Research on Banning TV DTC](https://www.dtcperspectives.com/dtc-perspective-new-research-banning-tv-dtc/)
- [Winning Over Pharma Communication Challenges](https://www.dtcperspectives.com/9210-2/) - Social Media, Risk, Cross-Functional and Strategy Renowned author and literary critic Lawrence Clark Powell said, “Write to be understood, speak to be heard, read to grow.” The idealism inherent in this statement is inspirational for the pharmaceutical industry when overcoming communication challenges. Barriers are eliminated through insightful interpretation of the written word, verbalization of
- [Print: Alive and Well at the Point of Care](https://www.dtcperspectives.com/print-alive-well-point-care/)
- [Patient Trust Begins in the Exam Room](https://www.dtcperspectives.com/9200-2/) - It’s probably safe to say that you’ve been to the doctor at least once in your adult life. So you can probably relate to this: You’re sitting on the exam room table in your physician’s office. In your head, there’s a lengthy list of questions related to the reason for your visit – an aching
- [Social Media & Pharma: A Relationship Worth Pursuing](https://www.dtcperspectives.com/social-media-pharma-relationship-worth-pursuing/) - Managing social media in the healthcare space can be challenging and must be approached with a unique strategy by brands. In my experience, a brand’s objectives for organic social media can run the gamut from listening and research, to marketing and engagement, to sales and CRM. (Not all at once, thankfully.) I'm focused on achieving
- [DTC in Perspective: Entresto Is Interesto!](https://www.dtcperspectives.com/dtc-perspective-entresto-interesto/) - I was a strong supporter of the Novartis heart failure disease awareness ad. This was the one with the man in the room with water pouring in and filling up the room. It was criticized by some doctors for being alarmist. I never thought so myself, as heart failure is about as serious cause for
- [DTC in Perspective: A Forum for Only TV and Print?](https://www.dtcperspectives.com/dtc-perspective-forum-tv-print/) - I wanted to explain why after 16 years of developing conferences we decided to run one solely on tv and print this fall. It seems odd that the media with the most spending seems to get the least discussion on the agenda. Our DTC National offers a wide array of topics but most are in
- [Handling Adverse Events on Social Media](https://www.dtcperspectives.com/handling-adverse-events-social-media/) - By developing and implementing solutions for handling adverse events in social media, your company has the opportunity to leverage key information from the largest focus group in the world. In my previous column, I discussed how social media can be viewed as a “perpetual focus group.” The sheer and ever-expanding volume of these conversations represent a
- [DTC in Perspective: Treato DTC Survey Puzzling](https://www.dtcperspectives.com/dtc-perspective-treato-dtc-survey-puzzling/) - Treato, an online consumer insights company, released a survey on DTC 4/18. It was done with 529 Treato.com consumer users. The headline in their press release that said “Treato Finds DTC Pharma TV Advertisements Have Little Influence”. They cite a result that only 7% of respondents asked their doctor about an advertised drug this year
- [2016 DTCN Ad Awards Winners](https://www.dtcperspectives.com/8764-2/) - The leading forum for direct-to-consumer (DTC) advertising thought leaders honored a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards were part of the 16th Annual DTC National Conference to be held April 19-21 in Boston. Sponsored by Health Monitor Network, the 2016 Advertising Awards showcase the best
- [A Matter of Trust: Men, Women, and Pharma](https://www.dtcperspectives.com/a-matter-of-trust/) - You know that men and women are so different that we have to look to the planets to sort out the contrast. But when it comes to trusting the biopharmaceutical industry, we’ve found that the genders are at the same time similar and different. For the last two years, we have conducted a revealing survey
- [DTC in Perspective: DTC National Time!](https://www.dtcperspectives.com/dtc-perspective-dtc-national-time/) - As I wind down my career I wanted to reflect on my favorite project. In 2000 I thought there was the need for a well organized meeting of DTC professionals. At the time there were several attempts made by conference companies to run DTC meetings. The problem I had with them was they were developed
- [Drug Compounding: Cause and Cure for High Drug Prices?](https://www.dtcperspectives.com/drug-compounding-cause-cure-high-drug-prices/) - Commonly regarded as an ancient practice, drug compounding may be making a comeback as industry professionals are seeing it as an “essential antidote to spiraling drug prices”. However, high costs of compounding utilization cause a significant financial burden on commercial and government health plans. For this reason, many observers see both positives and negatives. As
- [DTC in Perspective: FDA Very Busy in DTC Research](https://www.dtcperspectives.com/dtc-perspective-fda-busy-dtc-research/) - The FDA is becoming very active in DTC research. By my count they have identified ten studies that are in process to be fielded. Their glacial pace of completing their studies is well known so I am not sure when these ten will be completed and published. I know the people doing the studies are
- [Study Shows Cutting TV Spend Has Negative Impact](https://www.dtcperspectives.com/study-shows-cutting-tv-spend-negative-impact/) - The significant majority of pharma budgets are often spent on TV media due to its wide reach and being a great starting connection with consumers. In a recent study by TiVo, which was not pharma specific but rather covered a broader TV industry perspective, found that reducing TV ad spend led to a loss in
- [Emerging Channels of Innovation in Pharma](https://www.dtcperspectives.com/emerging-channels-of-innovation-in-pharma/) - 4PL Models, Value-Based Services and Patient/Pharmacist Bloggers In this US presidential election year, political candidates and commentators alike are engaging in passionate discussions about the current movement. The candidate campaign slogans run the gamut from “A Future to Believe In” to “Fighting to Break Down Barriers that Stand in the Way.” The pharmaceutical industry should
- [Making Sense of Social Media Conversations](https://www.dtcperspectives.com/making-sense-of-social-media-conversations/) - The relevance of social media monitoring and engagement in the healthcare industry Billions of conversations take place every month on social media platforms including Twitter, Facebook, Instagram, as well as blogs and forums. These conversations are not only taking place in social settings, but are influencing companies as well. Social media use continues to rise
- [The Next Generation of Multi-Channel Marketing](https://www.dtcperspectives.com/the-next-generation-of-multi-channel-marketing/) - Healthcare is the most personal of categories, and the micro-/macro-economic benefits of addressing individual patient needs and barriers at population-level scale are huge. Digital marketers from the early 2000s will remember the earliest pushes into personalization – most efforts were not successful. But a lot has changed, especially in the past year. A new generation
- [13 Wrong Ways to Save on Prescription Drugs](https://www.dtcperspectives.com/13-wrong-ways-save-prescription-drugs/) - In a recent article in Time’s Money Magazine, Kara Brandeisky put forward a number of ways Americans can save money on prescription medication. 13 to be exact. The solutions are interesting and creative. They range from substituting brand names for generics, asking your physician for combined pills, and pleading with your insurance provider, to changing
- [FDA Weighs Danger Tied to Blood-Monitoring Devices](https://www.dtcperspectives.com/fda-weighs-danger-tied-blood-monitoring-devices/) - The FDA has recently noted that there appears to be a trend of serious adverse events among those taking anticoagulants, which may be linked to faulty performance of blood clotting monitors. Senior FDA official Dr. Alberto Gutierrez recognizes this trend, but explains how it is difficult to measure how often these deaths are directly due
- [Vaccines 2016: Big Bets for Global Threats](https://www.dtcperspectives.com/vaccines-2016-big-bets-global-threats/) - As a result of the sudden Zika virus outbreak, both big pharma companies and non-profits alike are diving head first into vaccine research in hopes of halting this life-threatening virus. First to the table was Sanofi Pasteur, announcing that they “would lead the way against Zika”. Following their successful launch of the dengue fever vaccine,
- [DTC in Perspective: DTC Might Be Imperfect, But Still Important for Patients](https://www.dtcperspectives.com/dtc-in-perspective-dtc-might-be-imperfect-but-still-important-for-patients/) - Drug companies defend DTC by arguing it creates disease awareness and information on treatment options. Critics of DTC say it pushes high price drugs and creates undue pressure on physicians to prescribe branded drugs when alternative treatments are just as good. An article in the March 23 issues of US News and World Report written
- [DTC in Perspective: The Enduring Health of Television](https://www.dtcperspectives.com/dtc-in-perspective-the-enduring-health-of-television/) - For many years media pundits have predicted the end of broadcast/cable television as both a dominant medium and as a successful seller of ad space. As a DTC information provider we at DTC Perspectives are media agnostic. We believe in DTC but do not choose one advertising medium to favor. That neutrality has us question
- [Jennifer Kovack Talks with Fierce PharmaMarketing: Jardiance, Belsomra and Entyvio brand managers share DTC honors with oldsters like Viagra](https://www.dtcperspectives.com/jennifer-kovack-talks-fierce-pharmamarketing-jardiance-belsomra-entyvio-brand-managers-share-dtc-honors-oldsters-like-viagra/) - This year’s DTC Perspectives Top 25 Marketers of the Year list includes ad campaigns both old and new. In addition to the long-advertised household names such as Viagra from Pfizer and Crestor from AstraZeneca, brand managers for some up-and-coming drugs made the cut as well. Such campaigns include Jardiance from Eli Lilly, Belsomra from Merck,
- [Bob Ehrlich Talks with STAT: Drug Makers now Spending $5 Billion a Year on Advertising. Here’s What that Buys.](https://www.dtcperspectives.com/bob-ehrlich-talks-stat-drug-makers-now-spending-5-billion-year-advertising-heres-buys/) - Despite pressure from all angles for stricter limits on prescription drug ads, the industry continues to expend billions on their campaigns. Sky-high spending has been continuously increasing over the past few years; surpassing the $5 billion mark this year. It is estimated that one quarter of this $5.2B came from five campaigns: Humira, Lyrica, Eliquis,
- [DTC in Perspective: Celebrating DTC Success While Defending It](https://www.dtcperspectives.com/dtc-in-perspective-celebrating-dtc-success-while-defending-it/) - Last week I wrote about the recovery in DTC spending in 2015. That should have been a happy event and one we all should have celebrated. Yet, another anti-DTC bill emerged in the Senate, sponsored by Al Franken and three other Democrats. This bill calls for ending the tax deductibility of advertising. The bill will
- [DTC in Perspective: Spending Tops $5 Billion in 2015, Up 14% vs. 2014](https://www.dtcperspectives.com/dtc-in-perspective-spending-tops-5-billion-in-2015-up-14-vs-2014/) - DTC spending continued its strong comeback in 2015, following a strong 2014. Spending was $5.17 billion in 2015 according to Nielsen, the best performance since 2007 when $5.33 billion was spent. Fueled by many new product launches, DTC advertisers spent heavily in 2015. Some of the biggest newer spenders were Xifaxan, Toujeo, Belsomra, Breo Ellipta,
- [Tiny Cameras to See in the Intestines](https://www.dtcperspectives.com/tiny-cameras-to-see-in-the-intestines/) - New technology in the form vitamin-sized capsules, known as edible electronics, may be the future of colorectal cancer screening. Currently in development, such capsules can be swallowed and used to capture images inside the digestive tract. One design known as PillCam, from Medtronic, uses two mini-cameras that are capable of capturing 35 frames per second. What
- [Senate Confirms Cardiologist Robert Califf as FDA Commissioner](https://www.dtcperspectives.com/senate-confirms-cardiologist-robert-califf-as-fda-commissioner/) - With a sweeping 89-4 Senate vote, Dr. Robert M. Califf was confirmed as FDA Commissioner on Wednesday, February 24th. A cardiologist by training, Dr. Califf spent years supervising clinical trials within the pharmaceutical industry. In his interview, Califf stressed the importance of using electronic medical databases as early-warning systems to identify safety lapses of drugs
- [DTC in Perspective: The Consequences of Attacking Drug Profits](https://www.dtcperspectives.com/dtc-in-perspective-the-consequences-of-attacking-drug-profits/) - There are several candidates talking about the high costs of drugs. The Republican front-runner, Donald Trump, has said in his town halls that we could save $300 billion a year by negotiating pricing through competitive bidding. Bernie says drug companies make outrageous profits and through a single payer system, he would dramatically lower costs. Hillary
- [Beating Martin Shkreli is Not Leadership](https://www.dtcperspectives.com/beating-martin-shkreli-is-not-leadership/) - By Givi Topchishvili of 9.8 Group Let me begin by admitting that I haven’t watched a Congressional Hearing since Michael Corleone had to stare down angry lawmakers in the Godfather Part II. Little did I know how accurately a 1974 Hollywood scene portrayed the reality I saw on 2016 CSPAN airing of the Congressional Hearing
- [2016 Myths & Trends of Patient-Centric Programmatic Media Buying](https://www.dtcperspectives.com/2016-myths-trends-of-patient-centric-programmatic-media-buying/) - By Linda J. DiPersio, MSM, MSHC A recent eMarketer study projects that by the end of this year 63% of the overall digital display ad spending in the United States will be attributed to programmatic media buying - and this figure is estimated to soar towards 83% in 2017. In the pharmaceutical industry, programmatic buying
- [Top 25 DTC Marketers of the Year](https://www.dtcperspectives.com/top-25-dtc-marketers-of-the-year/) - DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 15th Annual list of the “Top 25 DTC Marketers of the Year.” This year’s class will be honored during a joint ceremony dinner recognizing the 2016 Top 25 DTC Marketers and Hall of Fame class on the evening of April 19 sponsored
- [Bob Ehrlich Talks with WSJ: New Drug Ads Tout Serious Conditions, Costly Treatments](https://www.dtcperspectives.com/new-drug-ads-tout-serious-conditions-costly-treatments/)
- [MP Global Products Introduces Foam-free Packaging for Shipment of Temperature Sensitive Pharmaceuticals](https://www.dtcperspectives.com/mp-global-products-introduces-foam-free-packaging-shipment-temperature-sensitive-pharmaceuticals/) - MP Global products, an environmentally-friendly flooring and packaging company, is proud to advertise that they “were green before it was even fashionable”. In early February, the Thermal Packaging Products division introduced a line of insulated cotton packaging used for temperature sensitive pharmaceuticals and consumer products. In addition to being completely biodegradable, the recycled cotton fibers
- [A Do-It-Yourself Revolution in Diabetes Care](https://www.dtcperspectives.com/a-do-it-yourself-revolution-in-diabetes-care/) - Managing type I diabetes requires tedious daily logging, a system that is far from perfect and in need of a technological face-lift. There are two primary sources for logging the data; the traditional paper forms method, and the newer continuous glucose monitors. Due to serious drawbacks with both methods, John Costik, an engineer and father
- [DTC in Perspective: A Bill to Ban DTC Introduced](https://www.dtcperspectives.com/dtc-in-perspective-a-bill-to-ban-dtc-introduced/) - Rosa Delauro, a Democrat congresswoman from Connecticut, introduced bill H.R 4565 on 2/12/16 that bans DTC ads in the first three years from approval. It also allows the Secretary of Health and Human Services to continue the ban if the drug has had significant adverse events during those three years. The drug companies can apply
- [DTC in Perspective: Novartis Heart Failure Ad Gets Criticized](https://www.dtcperspectives.com/dtc-in-perspective-novartis-heart-failure-ad-gets-criticized/) - Novartis has just started a non branded disease education campaign called “Keep it Pumping.” You can see the television ad on the Novartis web site: www.keepitpumping.com. This Novartis web site discusses the serious condition of heart failure which has only a 50% survival rate after five years from diagnosis. The ad is very memorable, showing
- [DTC in Perspective: Cosentyx DTC Joins Psoriasis Battle](https://www.dtcperspectives.com/dtc-in-perspective-cosentyx-dtc-joins-psoriasis-battle/) - The television campaign for plaque psoriasis fighter Consentyx started in January. The new drug from Novartis is joining Humira, Otezla, Stelara, Remicade and Enbrel. All have been DTC advertisers in a market affecting about 7.5 million Americans. Cosentyx is taking an interesting DTC creative approach. It is using testimonials from real patients who ask others
- [DTC in Perspective: Why I Like Drug Ads](https://www.dtcperspectives.com/dtc-in-perspective-why-i-like-drug-ads/) - Yes I make my living on the back of DTC ads. That is one good reason I like them. But a more important reason is I learn what treatments might be available. I suffer from chronic sinusitis which makes me feel miserable much of the time. Having had two surgeries with no lasting effect, I
- [In the News: SWLSTG Creates Free App for Lithium Medicine Management](https://www.dtcperspectives.com/in-the-news-swlstg-creates-free-app-for-lithium-medicine-management/) - Just a few weeks ago across the pond, the NHS Physical Health Monitor (for Lithium) was released as an app for smartphones in London, UK. Lithium Carbonate is the most common form of treatment for Bipolar Disorder in the UK. The major drawback to this treatment is that it requires strict regulation and frequent health
- [In the News: High-Tech Wearable Tattoos Debut at CES 2016: MC10, 'Reshaping Healthcare'](https://www.dtcperspectives.com/in-the-news-high-tech-wearable-tattoos-debut-at-ces-2016-mc10-reshaping-healthcare/) - At this year’s CES conference, MC10’s two showcased products were nothing short of groundbreaking. By debuting two different wearables, one aimed to satisfy the medical community while the other targeting the general consumer, the company succeeded in sparking interest. The first product, known as BioStamp Research Connect, is designed to assist researchers with a multitude
- [In the News: 10 Healthcare Wearables, Devices Dominating CES](https://www.dtcperspectives.com/news-10-healthcare-wearables-devices-dominating-ces/) - 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?](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/marketing-innovations-dont-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?](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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
- [DTC in Perspective: The AMA Firestorm](https://www.dtcperspectives.com/dtc-in-perspective-the-ama-firestorm/) - The recent announcement by the American Medical Association(AMA) calling for a ban on DTC ads has created a media avalanche of coverage. Google “AMA DTC ban” and you get numerous articles covering the issue. Many are from newspapers with letters/op-eds supporting the ban of DTC. The prestigious New York Timesran an editorial on November 27
- [DTC in Perspective:  American Medical Association(AMA) Calls for DTC Ban](https://www.dtcperspectives.com/dtc-in-perspective-american-medical-associationama-calls-for-dtc-ban/) - The AMA announced through a statement on 11/17 that they just voted to support a ban on DTC advertising. They cited the causes as over-prescribing of more expensive treatments and rising prescription prices. The AMA is being hypocritical since doctors advertise directly to consumers. Insurance companies advertise health coverage to consumers. Labs and test centers
- [Becoming Patient-Centric: The Case for a Humanistic Approach to Patient Insight-Mining](https://www.dtcperspectives.com/becoming-patient-centric-the-case-for-a-humanistic-approach-to-patient-insight-mining/) - By Gregg Fisher & Anthony Alvarez of The Stem “We must deepen a case history to a narrative or tale; only then do we have a ‘who’ as well as a ‘what,’ a real person, a patient, in relation to disease.” -- Oliver Sacks in “The Man Who Mistook His Wife for a Hat” Dr.
- [The Shift from Mass to 'Me' Media Means We Need to Make it Personal & Private](https://www.dtcperspectives.com/the-shift-from-mass-to-me-media-means-we-need-to-make-it-personal-private/) - By Cheryl Lubbert of Health Perspectives Group As we look back over the past year for lessons learned that we will take into the New Year, there are many we could choose: from celebrities on social media to controversial pricing. But based on our work with thousands of patients, helping to connect them with biopharma
- [Can Marrying DTC Ads with Relevant Content Minimize Ad Avoidance?](https://www.dtcperspectives.com/can-marrying-dtc-ads-with-relevant-content-minimize-ad-avoidance/) - By Anne O’Brien of Remedy Health Media I have been quite the content creator lately. My October wedding provided plenty of fodder for Facebook posts, reaching not just my friends, but friends of friends. I was providing entertainment that might otherwise have been provided by a commercial publisher, maybe by my company’s site HealthCentral.com, or
- [The Five-Step Prescription for Curing Social Media Ills](https://www.dtcperspectives.com/the-five-step-prescription-for-curing-social-media-ills/) - Stop the coughing before it becomes a social media plague. By Peter Friedman of LiveWorld It’s taken a while, but the pharmaceutical industry has slowly realized the value of social media to reach caregivers, health care professionals, and patients to raise awareness and even track adverse events. According to the IMS Institute for Healthcare Informatics,
- [DTC in Perspective: The Media Bias Against DTC](https://www.dtcperspectives.com/dtc-in-perspective-the-media-bias-against-dtc/) - I don’t mean to sound paranoid but it seems to me that media reporting on DTC is heavily biased negatively. Maybe it reflects the media’s general anti-big business attitude. I recently came across a Los Angeles Times article on DTC, focused on risk communication. It is titled “Direct-to-consumer marketing is a scandal, can the FDA
- [DTC in Perspective:  New Study Says Consumers Want DTC Regulation](https://www.dtcperspectives.com/dtc-in-perspective-new-study-says-consumers-want-dtc-regulation/) - The Kaiser Family Foundation recently asked consumers about DTC advertising and drug affordability in a recent poll. There is some good news and bad news for drug advertisers in the poll. The good news is a 51% majority of Americans say DTC advertising is a good thing. While that is not an overwhelming mandate in
- [DTC in Perspective: DTC Advertising turns 30](https://www.dtcperspectives.com/dtc-in-perspective-dtc-advertising-turns-30/) - Yes, DTC is 30 years old, not 18 as some say, thinking it started in 1997 after FDA liberalized television regulations. The FDA started to allow it in 1985 after lifting the moratorium on doing prescription drug ads. DTC spending was at a trickle in the late 1980’s and started to take off with a
- [Connecting is About More than Just Reaching Your Audience](https://www.dtcperspectives.com/connecting-is-about-more-than-just-reaching-your-audience/) - Spend enough time with children and you will learn the difference between hearing and listening. You can tell kids to clean up until you are blue in the face without even a turn of their head, but whisper ice cream and they come running. This is the difference between reaching your audience and connecting with
- [Creative Critique: OPDIVO & BELSOMRA](https://www.dtcperspectives.com/creative-critique-opdivo-belsomra/) - Editor’s Note: DTC Perspectives asked a leading creative expert to review current DTC ads for our Creative Assessment issue of DTC in Focus. OPDIVO and BELSOMRA were her standouts. Read what Brenda Molloy has to say about why these ads made her take special notice. It’s necessary now more than ever for commercials to stand
- [Applying the Innovation Styles Model to Promote Creative Assessment in Pharma](https://www.dtcperspectives.com/applying-the-innovation-styles-model-to-promote-creative-assessment-in-pharma/) - “Creativity is thinking up new things. Innovation is doing new things.” – Theodore Levitt, author of Innovation in Marketing Creative assessment in pharma is the ability to generate and evaluate new, varied, and unique ideas to achieve innovative approaches. Flexibility, originality, fluency, elaboration, and brainstorming are only a few of the factors connected to this
- [DTC in Perspective: Premium Priced Drugs and DTC Dilemma](https://www.dtcperspectives.com/dtc-in-perspective-premium-priced-drugs-and-dtc-dilemma/) - Recently Opdivo from Bristol-Myers started television advertising for its advanced stage lung cancer indication. What Opdivo does is work with the immune system to help fight the lung cancer. Clinical studies show survival versus chemo of 9.2 months vs. 6 months among half the patients taking it. The ad, which is on the Opdivo web
- [DTC in Perspective: A Growing Opportunity for Patient Engagement](https://www.dtcperspectives.com/dtc-in-perspective-a-growing-opportunity-for-patient-engagement/) - With rising DTC expenditures it is clear all media segments have new opportunities for a piece of a larger pie. I have always been media agnostic in my job as advisor, publisher, conference organizer and writer of DTC columns. I know all media has its place in the marketing plan. Traditional media such as television,
- [DTC in Perspective: The Perfect Storm Faces DTC](https://www.dtcperspectives.com/dtc-in-perspective-the-perfect-storm-faces-dtc/) - I am concerned. DTC is under attack again by politicians and anti-drug company activists. While an outright ban is highly unlikely because of first amendment protections, it is possible to regulate DTC more and/or use tax policy to restrict its use. The FDA, under a Clinton or Sanders presidency, would likely be told to do
- [DTC in Perspective: Jublia and Celebrities](https://www.dtcperspectives.com/dtc-in-perspective-jublia-and-celebrities/) - Jublia, from Valeant for toenail fungus, has made heavy use of the celebrity route in its advertising. First, they used tennis legend John McEnroe and now are adding talk show host Mario Lopez to the mix. Most of us remember Mario as Slater on Saved by the Bell.The Jublia ads are light in tone and
- [DTC in Perspective: Clinton Wants To End DTC!](https://www.dtcperspectives.com/dtc-in-perspective-clinton-wants-to-end-dtc/) - Outdoing Bernie is hard to do but Hillary seems to be more anti-drug company than the avowed socialist candidate. Hillary is tired of high drug prices. Here is someone that charges a public university $225,000 for a canned speech and is outraged at high prices from drug companies. Never let hypocrisy affect a good political
- [A Holistic Way to Change Patient Behavior](https://www.dtcperspectives.com/a-holistic-way-to-change-patient-behavior/) - We are creatures of habit. We buy the same products and follow the same daily routine. Unless compelling information is served to us the moment we’re making a decision, we are reluctant to change. As the saying goes, old habits die hard. For healthcare marketers, changing behavior within our industry can seem impossible. Earlier this
- [Precision Medicine and Point of Care: Improving Efficiency in Health Practice](https://www.dtcperspectives.com/precision-medicine-and-point-of-care-improving-efficiency-in-health-practice/) - During his January 2015 State of the Union Address, President Barack Obama introduced the Precision Medicine Initiative as an effort that “will bring us closer to curing diseases like cancer and diabetes – and give all of us access to the personalized information we need to keep ourselves and our families healthier.” The question is
- [Leverage Data to Optimize Point of Care Media Effectiveness](https://www.dtcperspectives.com/leverage-data-to-optimize-point-of-care-media-effectiveness/) - In just the past handful of years, the Point of Care (POC) options available for messaging have undergone dramatic expansion. Where once POC meant patient messaging at the pharmacy or specialized magazines distributed to doctor office waiting rooms, we now have choices that offer an array of patient and healthcare provider (HCP) media solutions. New
- [Round and round like a carousel](https://www.dtcperspectives.com/carousel-gallery-post/) - Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius.
- [Sanders Blasts Drug Companies](https://www.dtcperspectives.com/sanders-blasts-drug-companies/) - Bernie Sanders, the fast rising socialist/populist candidate for President, does not particularly like drug companies. He thinks they make outrageous profits and is for introducing legislation to cap prices. He will propose Medicare negotiate prices, something prohibited under the prescription drug act. He will also require disclosure of costs of developing drugs, and require transparency
- [DTC in Perspective: States Push For Drug Development Cost Disclosure](https://www.dtcperspectives.com/dtc-in-perspective-states-push-for-drug-development-cost-disclosure/) - There are no doubt some very expensive prescription drugs that have industry critics upset. Gilead has launched a hep C cure with pills costing one thousand dollars a pill for a three month daily treatment. Some cancer drugs cost $100,000 or more that extend life by a few months. Critics are pushing for government action
- [UCI, Montefiore and Novo Nordisk – Connecting the Hispanic Community to the Diabetes Care They Need](https://www.dtcperspectives.com/6567-2/) - Hispanics account for 1 out of every 5 adults who suffer from diabetes. Although it’s a major health concern for Hispanics (68% of Hispanics who have diabetes say they worry about someone in their family developing the disease vs. 52% of non-Hispanics), studies show that there is still a lack of education on the risks
- [Who Can Resist A Kardashian FDA DTC Story?](https://www.dtcperspectives.com/who-can-resist-a-kardashian-fda-dtc-story/) - I kid you not. Kim Kardashian is the subject of an FDA warning letter to a drug company. OMG, and LOL! WTF! Kim decided to post on Instagram how great this morning sickness pill worked. It is called Diclegis from Duchesnay. Kim is paid to promote the drug but is not quite up to speed
- [Multicultural Marketing of Pain Medication: Developing Targeted Strategies Based on Anderson Conceptual Framework](https://www.dtcperspectives.com/multicultural-marketing-of-pain-medication-developing-targeted-strategies-based-on-anderson-conceptual-framework/) - By 2050, the United States population will include almost 30% Hispanics/Latin-Americans, 13% African-Americans, and 9% Asian-Americans, with less than half of the population being Caucasian. Multicultural marketing is described as targeting and communicating to ethnic segments on their diverse cultural framework. Pain management is a universal dynamic among all cultures. The pharma marketing of pain
- [ACA Acquisitions Falter Due to Multicultural Gap](https://www.dtcperspectives.com/aca-acquisitions-falter-due-to-multicultural-gap/) - A Santiago Solutions Group (SSG) in-depth analysis of the most recent enrollment data into ACA exchanges from 38 reporting states revealed that multicultural segments continue to lag way behind the enrollment rate of White Non-Hispanic segment. Less than 100 days away from the third Open Enrollment period, the trends are concerning because so much additional
- [Marketing Healthcare to LGBTs in the Age of Marriage Equality](https://www.dtcperspectives.com/marketing-healthcare-to-lgbts-in-the-age-of-marriage-equality/) - As a gay man and a supporter of LGBT equality, 2015 has been a momentous year because of the Supreme Court’s decision to extend marriage equality to the entire nation. On the evening of the decision, my husband and I made our way to The Stonewall Inn in New York City – the birthplace of
- [Is ‘One Click’ in the Cards?](https://www.dtcperspectives.com/is-one-click-in-the-cards/) - For years, pharmaceutical marketers have tried to convince themselves that the FDA accepted a standard under which risk information could be presented separately from benefit information via a hyperlink in online communications (the so-called one click rule). And for just as long, the Food and Drug Administration kept taking enforcement actions making clear that it
- [ACA Impacts on Rx Marketing for Disabled Americans: Fee-for-Value and Patient Lifestyle Autonomy](https://www.dtcperspectives.com/aca-impacts-on-rx-marketing-for-disabled-americans-fee-for-value-and-patient-lifestyle-autonomy/) - Health care coverage was expanded automatically to 32 million Americans in March 2010 when President Barack Obama signed into law the Patient Portability and Affordable Care Act (ACA). President Obama stated, “My job is to set forward a vision – point people in the right direction.” Since the ACA eliminated pre-existing conditions, developmentally, intellectually and
- [Meaningful Use as Digital Health Incubator](https://www.dtcperspectives.com/meaningful-use-as-digital-health-incubator/) - We’ve all heard about “Meaningful Use,” but where did it come from, what does it mean, and how might healthcare consumers ultimately benefit? Let’s find out! Back in 2008 the National Quality Forum (NQF) issued a report identifying opportunities for improving public health, efficiency, safety, privacy, and patient engagement, among other areas. The recommendations became
- [Why the Healthcare Ecosystem Matters](https://www.dtcperspectives.com/why-the-healthcare-ecosystem-matters/) - Value-based reimbursement models have emerged to encourage new efficiencies aimed at improving population health and lowering the cost of care. With the realignment of incentives, the companies and organizations that comprise the healthcare ecosystem: primarily hospitals, medical groups and payers with connections to medical device, pharma, mHealth and others, have been working more closely than
- [Reaching the BFFs of Healthcare Social Media](https://www.dtcperspectives.com/reaching-the-bffs-of-healthcare-social-media/) - Now that the majority of brands have established a social media presence, they’ve shifted from developing social media strategies to asking how they can use them to maximize patient engagement. But in order to identify the value of their efforts, marketers must gain an understanding of who they’re reaching, the social channels consumers prefer and
- [mHealth and Telemedicine: A Matter of Right and Not a Privilege](https://www.dtcperspectives.com/mhealth-and-telemedicine-a-matter-of-right-and-not-a-privilege/) - Senator Edward M. Kennedy’s landmark speech at the 1978 Democratic National Convention in Memphis, Tennessee emphatically brought attention to our nation’s health care dilemma, establishing his stance on health care as a matter of right and not of privilege. The human right to health care means that “services must be accessible, available, acceptable, and of
- [Five Things Pharma Can Learn From CPGs](https://www.dtcperspectives.com/five-things-pharma-can-learn-from-cpgs/) - Pharma insiders sometimes dismiss the marketing campaigns of consumer-packaged goods (CPG) as being too far removed from our work to be relevant. “They have such big budgets! They don’t have our restrictions! What can we learn from them?” A lot, we think. Group Account Director David Barwig, who is new to Intouch Solutions’ New York
- [DTC in Perspective: Remembering Amgen’s Marker Weigand](https://www.dtcperspectives.com/dtc-in-perspective-remembering-amgens-marker-weigand/) - Our colleague Marker Weigand passed away last week. Marker was a DTC colleague at Amgen who was stricken with ALS. He will be remembered by all who knew him as a wonderful person and loving family man. I am always shocked when someone so young passes prematurely. I knew Marker as a Facebook friend and
- [DTC in Perspective: FDA Studying Spousal Influence in DTC Ads](https://www.dtcperspectives.com/dtc-in-perspective-fda-studying-spousal-influence-in-dtc-ads/) - The FDA is interested in researching how drug ads are perceived when viewed alone versus with a spouse. They feel that when viewed with a spouse, drug benefit and risk may be interpreted differently. I think the study could yield interesting information. Does viewing with another person cause different benefit/risk takeaways? The FDA has a
- [The DTC National Report: Through the New Patient Lens](https://www.dtcperspectives.com/the-dtc-national-report-through-the-new-patient-lens/) - More than 500 DTC marketing industry executives convened at the 15th annual DTC National Conference this past April to learn more about what patients want – and how they, as marketers, can best serve those wants and needs. The overarching theme of the 2015 event was clear: working with the new patient. Kicking things off
- [Adherence and the Authentic Truth](https://www.dtcperspectives.com/adherence-and-the-authentic-truth-2/) - After a patient initiates treatment, the real selling-process begins. More than ever, patients are approaching Rx-trialing with a heavy dose of skepticism. It’s understandable. Oftentimes, long-term treatment is thrust upon patients without time to get comfortable. And sometimes, those patients have healthy fears over side effects. On the other side of the coin, many patients
- [Telling the Healthcare Story](https://www.dtcperspectives.com/telling-the-healthcare-story/) - Patient non-adherence is a serious public health concern. But three factors – motivation, recall, and comprehension – have been shown to yield the best results for combatting this issue. To leverage the power of these key influencers, brands should consider utilizing narrative communication methods. Specifically: Strategic, regulatory-compliant, patient-driven storytelling. Sometimes it’s striking how healthcare topics
- [The Pursuit of Wellbeing by Today’s Healthcare Consumer](https://www.dtcperspectives.com/the-pursuit-of-wellbeing-by-todays-healthcare-consumer/) - Like Abraham Maslow’s famous quip about every problem looking like a nail if your only tool were a hammer, healthcare marketers have traditionally had an understandably narrow focus on the specifics of a disease state and how consumers engaged in related care. While this focus has repeatedly proven to be effective, one wonders if an
- [It Takes a Village: Inciting Call to Action with Disease Prevention Outreach Programs Through Theoretical Foundation](https://www.dtcperspectives.com/it-takes-a-village-inciting-call-to-action-with-disease-prevention-outreach-programs-through-theoretical-foundation/) - In her 1996 book It Takes a Village, current presidential candidate and former United States Senator, First Lady, and Secretary of State Hillary Rodham Clinton detailed her view that multiple determinants, such as community involvement, cultural/environmental influences and social interactions, contribute to how a child is raised. Similarly, inciting a consumer call to action with
- [What’s the Role of Disease Awareness in Search?](https://www.dtcperspectives.com/whats-the-role-of-disease-awareness-in-search/) - Most pharmaceutical marketers understand the importance of including search marketing in their media plans. Often the champion of the final click, a good paid search campaign contributes to the overall success of any advertising effort and connects your brand to active seekers within the marketplace. Unfortunately, advertisers often focus the majority of their attention on
- [Driving Disease Awareness, 1 Month at a Time](https://www.dtcperspectives.com/driving-disease-awareness-1-month-at-a-time/) - It’s pretty much impossible to count how many people in the world are afflicted with disease; there are simply too many diseases and too many people to count. And if you count the loved ones of those with diseases, then it’s safe to say that virtually everyone is affected by disease. Our global population of
- [Our Mission: Breaking the Cycle](https://www.dtcperspectives.com/our-mission-breaking-the-cycle/) - Diabetes. Heart Disease. Obesity. These are three preventable conditions that millions of Americans are living with today. Is misinformation or lack of information the cause? Are they educated but lack motivation to take necessary precautions? Each day people make numerous decisions that have a tremendous impact on their overall health. As health industry marketers, our
- [Multitasking Their Lives: How to Support and Educate Patients Who Are Managing Multiple Diseases](https://www.dtcperspectives.com/multitasking-their-lives-how-to-support-and-educate-patients-who-are-managing-multiple-diseases-2/) - Pharma marketers spend much time and effort developing and improving ways to support patients in their specific disease areas. This is important work. An estimated 150 million people are living with at least one chronic condition in 2015, and by 2030 the number is estimated to grow to 171 million.[1] However, this effort does not
- [DTC in Perspective: The Pace of Media Change](https://www.dtcperspectives.com/dtc-in-perspective-the-pace-of-media-change/) - I asked noted advertising critic Bob Garfield to speak at the DTC National last week. As usual Bob basically said media as we know it is dead and we are all missing the radical shift from mass to targeted advertising. In the Q&A, I told Bob that for our Industry the reality is that DTC
- [Why Pharma Patient Adherence Programs Fail](https://www.dtcperspectives.com/why-pharma-patient-adherence-programs-fail/) - In last month’s edition of the DTC Perspectives’ DTC in Focus newsletter, we discussed patient engagement and provided prescriptive thoughts on maintaining and even increasing patient commitment. This month, we take that thought one-step further (as well as, adhere to this month’s theme) and focus on patient adherence. The discussion includes whether the emphasis of
- [Get Hooked – Making Engagement a Habit](https://www.dtcperspectives.com/get-hooked-making-engagement-a-habit/) - We know that the formation of healthy lifestyle habits is critical to overall health. However, adherence to exercise programs, medication regimens, or dietary changes can be challenging. So how do we help patients develop habits to improve their overall health? Habits are defined actions employed without conscious thought.1 Habit forming potential of any behavior is
- [Adherence and the Authentic Truth](https://www.dtcperspectives.com/adherence-and-the-authentic-truth/) - After a patient initiates treatment, the real selling-process begins. More than ever, patients are approaching Rx-trialing with a heavy dose of skepticism. It’s understandable. Oftentimes, long-term treatment is thrust upon patients without time to get comfortable. And sometimes, those patients have healthy fears over side effects. On the other side of the coin, many patients
- [How Contact Centers Leverage Live Patient Interactions to Drive Adherence](https://www.dtcperspectives.com/how-contact-centers-leverage-live-patient-interactions-to-drive-adherence/) - As the new model of healthcare delivery takes shape, the spending burden for care continues to shift to the patient, giving them more control over their care. As a result, patients are more informed and have access to more healthcare decision-making tools than ever before. However, it needs to be relevant to them. Recent research
- [Adherence: It Takes a Village](https://www.dtcperspectives.com/adherence-it-takes-a-village/) - How do we keep patients adherent? It’s the billion-dollar question in the healthcare industry. And the truth of the matter is there isn’t one simple answer. In the past year alone, nearly 75% of adults age 40 and older with a chronic condition admit to not adhering to their prescription medication treatment. As healthcare marketers,
- [Does the Rise of Payer Power Mean the End of Patient Empowerment?](https://www.dtcperspectives.com/does-the-rise-of-payer-power-mean-the-end-of-patient-empowerment/) - At a recent pharmaceutical marketing conference in New York, speakers and attendees were focused on – and visibly concerned about – a massive sea change happening in healthcare. The concern went well beyond “the best way to implement wearables into pharma programs,” or “how pharma can get involved in social media.” This wasn’t about shiny
- [To Segment or Not to Segment? That is the Question in Pharma Marketing.](https://www.dtcperspectives.com/to-segment-or-not-to-segment-that-is-the-question-in-pharma-marketing/) - Having split my career neatly into two halves – first non-pharma, then pharma – I feel I have a good sense of what best practices can, and should, be lifted from the regular world into pharma marketing. In my experience, attitudinal segmentation by disease area isn’t one of them. In the non-pharma world, a segmentation
- [How to Better Connect & Engage with Patients?](https://www.dtcperspectives.com/how-to-better-connect-engage-with-patients/) - The goal of any support program should answer this question: What factors must we use in the program that will instill patient confidence in our product – and by default our company? Trust is built by a series of actions and those actions speak volumes more than any words or discount prices ever can! A
- [Digital Health and Pharma: Leveraging Healthcare Delivery Models to Engage Patients in New Ways](https://www.dtcperspectives.com/digital-health-and-pharma-leveraging-healthcare-delivery-models-to-engage-patients-in-new-ways/) - In such a strongly regulated industry where it is most important to avoid a downslide, pharma is falling behind in digital health. Risk taking and innovation suggests being open-minded for failure. As Robert F. Kennedy said, “Only those who dare to fail greatly can ever achieve greatly.” The path to success is filled with risk
- [At the Center of Industry’s ‘Solar System’: Five Strategies to Connect with Patients](https://www.dtcperspectives.com/at-the-center-of-industrys-solar-system-five-strategies-to-connect-with-patients/) - Children and fools speak the truth, they say. When Galileo first said that the Earth travels around the Sun, he was held for a fool. When industry pundits say that patients are at the center of the life science Solar System, they, too, are sometimes accused of throwing around mere buzzwords. But that doesn’t make
- [Cultivating Engaged Patients: 5 Lessons Learned](https://www.dtcperspectives.com/cultivating-engaged-patients-5-lessons-learned/) - People actively involved in their health and healthcare generally have better outcomes in managing their condition. So how do those of us working in healthcare and healthcare marketing motivate people to get more involved? While we don’t have all the answers, Health Union has learned some valuable lessons and practical tips for enhancing patient engagement
- [Digital Musings for Pharma: Rethinking Social Media Engagement](https://www.dtcperspectives.com/rethinking-social-media-engagement/) - Since 2009, the nascent medium called social media has blossomed into something that is now entwined into the very fabric of our personal lives. Billions of people flock to Facebook daily. Some 90% of journalists now get their news and news ideas from Twitter. LinkedIn has dramatically altered how we find and recruit talent, and
- [DTC in Perspective: Patients are Becoming The Payer](https://www.dtcperspectives.com/dtc-in-perspective-patients-are-becoming-the-payer/) - We have an impending health care cost crisis facing many Americans. Anyone with employer subsidized insurance has seen their share of the cost rise over the years. My personal premiums as a Pfizer retiree have risen every year and now approach $5000 a year plus my deductible. So before I see much reimbursement I pay
- [DTC in Perspective: Advertising New Indications](https://www.dtcperspectives.com/dtc-in-perspective-advertising-new-indications/)
- [Prescribing Programmatic Buying for DTC Media Plans](https://www.dtcperspectives.com/prescribing-programmatic-buying-for-dtc-media-plans/) - Programmatic advertising, the automation of media buying and selling using technology and data for hyper-targeting, is one of the ad worlds’ hottest trends. Research firm eMarketer recently estimated that digital display ads bought programmatically in the US grew 137% to more than $10 billion in 2014, and now account for 45% of all display ad
- [The Pharma Marketers' Innovator’s Dilemma](https://www.dtcperspectives.com/the-pharma-marketers-innovators-dilemma/) - Why innovate? It’s a question frequently asked by many pharmaceutical marketers. From a campaign development perspective, innovation is seen as a way to break through the clutter in order to set new benchmarks for success. Unfortunately, in the process, it’s easy to just innovate for innovation sake, and implement the latest thing without regard to
- [Can DTC Marketers Develop Digital Content Interesting Enough to Hold the Attention of Patients?](https://www.dtcperspectives.com/can-dtc-marketers-develop-digital-content-interesting-enough-to-hold-the-attention-of-patients/) - 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
- [A Generational Approach to DTC Creative](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/branded-vs-unbranded-media-buying-dynamics/)
- [DTC in Perspective: FDA Doing Study About Risk Communication](https://www.dtcperspectives.com/dtc-in-perspective-fda-doing-study-about-risk-communication/) - FDA is proposing a study which I call “less is more.” The study is long overdue. They are concerned that too many risks are being presented in television ads and perhaps this confuses consumers. The basic lesson of advertising is to focus on the main point or compelling benefit if you want people to remember
- [Get with the Program(matic)](https://www.dtcperspectives.com/get-with-the-programmatic-2/) - The experience of encountering advertising tailored to one’s behaviors or interests on the internet has become ubiquitous in a very short time. We’ve all had that experience – shopping for a particular shoe on Zappos or gadget on Amazon, not buying it, then having an ad for that shoe or that gadget magically appear in
- [Digital Musings for Pharma: Creating Content for Distracted Use](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/how-to-identify-breakthrough-ideas-and-dramatically-improve-roi-by-kelly-startzel-of-nielsen/) - 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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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](https://www.dtcperspectives.com/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
- [Managing Brand Success in Market](https://www.dtcperspectives.com/managing-brand-success-in-market/) - The healthcare landscape has transformed rapidly in this technology-led, customer-controlled world and the discipline of marketing must evolve with it to stay relevant to the needs, motivations, challenges and behaviors of its audiences. We must flip the paradigm from one of gaining the consumer’s attention to one that reflects understanding of today’s empowered consumer and
- [There’s a Cure for That.](https://www.dtcperspectives.com/theres-a-cure-for-that-2/) - By Mike Rutstein How many cures can you count in your lifetime? For the majority of us living today, that number is likely few, if any. While vaccines for polio, chicken pox and diphtheria made a dramatic 20th Century impact in life expectancy (particularly in the Western World), until recently, cures and therapies with
- [Media Agencies… The Next Lead Agency](https://www.dtcperspectives.com/media-agencies-the-next-lead-agency/) - For years, marketing has begun with the brand, the campaign, and the big idea. It has been shaped by what we want to say, how we want to say it, and how many times we want our “targets” to hear it. We would spend months and months developing headlines, copy, TV spot, print campaign, email

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- [multiple chronic conditions](https://www.dtcperspectives.com/tag/multiple-chronic-conditions/)
- [disease awareness website](https://www.dtcperspectives.com/tag/disease-awareness-website/)
- [search engine marketing](https://www.dtcperspectives.com/tag/search-engine-marketing/)
- [search engine optimization](https://www.dtcperspectives.com/tag/search-engine-optimization/)
- [2015DTCPM](https://www.dtcperspectives.com/tag/2015dtcpm/)
- [Pharma](https://www.dtcperspectives.com/tag/pharma/)
- [DTC ban](https://www.dtcperspectives.com/tag/dtc-ban/)
- [government](https://www.dtcperspectives.com/tag/government/)
- [Obamacare](https://www.dtcperspectives.com/tag/obamacare/)
- [regulation](https://www.dtcperspectives.com/tag/regulation/)
- [AHSP](https://www.dtcperspectives.com/tag/ahsp/)
- [AMA](https://www.dtcperspectives.com/tag/ama/)
- [drug ads](https://www.dtcperspectives.com/tag/drug-ads/)
- [DTC Spending](https://www.dtcperspectives.com/tag/dtc-spending/)
- [DTC advertising](https://www.dtcperspectives.com/tag/dtc-advertising/)
- [lipitor](https://www.dtcperspectives.com/tag/lipitor/)
- [EpiPen](https://www.dtcperspectives.com/tag/epipen/)
- [EpiPen Increases](https://www.dtcperspectives.com/tag/epipen-increases/)
- [Prescription Drug Price Hikes](https://www.dtcperspectives.com/tag/prescription-drug-price-hikes/)
- [drug advertising](https://www.dtcperspectives.com/tag/drug-advertising/)
- [drug companies](https://www.dtcperspectives.com/tag/drug-companies/)
- [advertising campaigns](https://www.dtcperspectives.com/tag/advertising-campaigns/)
- [vaccine](https://www.dtcperspectives.com/tag/vaccine/)
- [ACA](https://www.dtcperspectives.com/tag/aca/)
- [Election](https://www.dtcperspectives.com/tag/election/)
- [President Elect Trump](https://www.dtcperspectives.com/tag/president-elect-trump/)
- [Presidential Election](https://www.dtcperspectives.com/tag/presidential-election/)
- [Donald Trump](https://www.dtcperspectives.com/tag/donald-trump/)
- [Donald Trump Healthcare](https://www.dtcperspectives.com/tag/donald-trump-healthcare/)
- [Health Insurance](https://www.dtcperspectives.com/tag/health-insurance/)
- [President-Elect](https://www.dtcperspectives.com/tag/president-elect/)
- [Tom Price](https://www.dtcperspectives.com/tag/tom-price/)
- [Trump](https://www.dtcperspectives.com/tag/trump/)
- [Keytruda](https://www.dtcperspectives.com/tag/keytruda/)
- [drug pricing](https://www.dtcperspectives.com/tag/drug-pricing/)
- [POC](https://www.dtcperspectives.com/tag/poc/)
- [point of care](https://www.dtcperspectives.com/tag/point-of-care/)
- [point of care innovation](https://www.dtcperspectives.com/tag/point-of-care-innovation/)
- [point of care marketing](https://www.dtcperspectives.com/tag/point-of-care-marketing/)
- [fda](https://www.dtcperspectives.com/tag/fda/)
- [fda guidance](https://www.dtcperspectives.com/tag/fda-guidance/)
- [Office of Prescription Drug Promotion](https://www.dtcperspectives.com/tag/office-of-prescription-drug-promotion/)
- [OPDP](https://www.dtcperspectives.com/tag/opdp/)
- [drug brand marketing](https://www.dtcperspectives.com/tag/drug-brand-marketing/)
- [Kantar Media](https://www.dtcperspectives.com/tag/kantar-media/)
- [HHS](https://www.dtcperspectives.com/tag/hhs/)
- [President Trump](https://www.dtcperspectives.com/tag/president-trump/)
- [Botox](https://www.dtcperspectives.com/tag/botox/)
- [targeted marketing](https://www.dtcperspectives.com/tag/targeted-marketing/)
- [Celebrity Campaign](https://www.dtcperspectives.com/tag/celebrity-campaign/)
- [Celebrity Endorsement](https://www.dtcperspectives.com/tag/celebrity-endorsement/)
- [Chantix](https://www.dtcperspectives.com/tag/chantix/)
- [Hollywood](https://www.dtcperspectives.com/tag/hollywood/)
- [Pfizer](https://www.dtcperspectives.com/tag/pfizer/)
- [Smoking](https://www.dtcperspectives.com/tag/smoking/)
- [AI](https://www.dtcperspectives.com/tag/ai/)
- [migraine](https://www.dtcperspectives.com/tag/migraine/)
- [ubrevly](https://www.dtcperspectives.com/tag/ubrevly/)
- [serena williams](https://www.dtcperspectives.com/tag/serena-williams/)
- [Novo Nordisk](https://www.dtcperspectives.com/tag/novo-nordisk/)
- [Lars Jørgensen](https://www.dtcperspectives.com/tag/lars-jorgensen/)
- [Senate hearing](https://www.dtcperspectives.com/tag/senate-hearing/)
- [GLP-1 drugs](https://www.dtcperspectives.com/tag/glp-1-drugs/)
- [Ozempic](https://www.dtcperspectives.com/tag/ozempic/)
- [Wegovy](https://www.dtcperspectives.com/tag/wegovy/)
- [Pharmacy Benefit Managers (PBMs)](https://www.dtcperspectives.com/tag/pharmacy-benefit-managers-pbms/)
- [Bernie Sanders](https://www.dtcperspectives.com/tag/bernie-sanders/)
- [U.S. drug prices](https://www.dtcperspectives.com/tag/u-s-drug-prices/)
- [European price controls](https://www.dtcperspectives.com/tag/european-price-controls/)
- [R&D funding](https://www.dtcperspectives.com/tag/rd-funding/)
- [obesity market](https://www.dtcperspectives.com/tag/obesity-market/)
- [Mounjaro](https://www.dtcperspectives.com/tag/mounjaro/)
- [direct-to-consumer (DTC) advertising](https://www.dtcperspectives.com/tag/direct-to-consumer-dtc-advertising/)
- [cardiovascular benefits](https://www.dtcperspectives.com/tag/cardiovascular-benefits/)
- [kidney disease](https://www.dtcperspectives.com/tag/kidney-disease/)
- [legislative action](https://www.dtcperspectives.com/tag/legislative-action/)
- [insurance coverage](https://www.dtcperspectives.com/tag/insurance-coverage/)
- [healthcare innovation](https://www.dtcperspectives.com/tag/healthcare-innovation/)
- [Pharmaceutical Industry](https://www.dtcperspectives.com/tag/pharmaceutical-industry/)
- [Direct-to-Consumer Advertising](https://www.dtcperspectives.com/tag/direct-to-consumer-advertising/)
- [Robert Kennedy Jr.](https://www.dtcperspectives.com/tag/robert-kennedy-jr/)
- [Healthcare Policy](https://www.dtcperspectives.com/tag/healthcare-policy/)
- [Drug Regulation](https://www.dtcperspectives.com/tag/drug-regulation/)
- [Price Controls](https://www.dtcperspectives.com/tag/price-controls/)
- [Reimportation of Drugs](https://www.dtcperspectives.com/tag/reimportation-of-drugs/)
- [PBMs](https://www.dtcperspectives.com/tag/pbms/)
- [Drug Approval Process](https://www.dtcperspectives.com/tag/drug-approval-process/)
- [Advertising Legislation](https://www.dtcperspectives.com/tag/advertising-legislation/)
- [Media Influence](https://www.dtcperspectives.com/tag/media-influence/)
- [Lobbying](https://www.dtcperspectives.com/tag/lobbying/)
- [Republican Congress](https://www.dtcperspectives.com/tag/republican-congress/)
- [Free Speech Rights](https://www.dtcperspectives.com/tag/free-speech-rights/)
- [Pro-Advertising Forces](https://www.dtcperspectives.com/tag/pro-advertising-forces/)
- [Uncertainty in DTC Planning](https://www.dtcperspectives.com/tag/uncertainty-in-dtc-planning/)
- [pharmaceutical marketing](https://www.dtcperspectives.com/tag/pharmaceutical-marketing/)
- [healthcare advertising](https://www.dtcperspectives.com/tag/healthcare-advertising/)
- [regulatory challenges](https://www.dtcperspectives.com/tag/regulatory-challenges/)
- [free speech](https://www.dtcperspectives.com/tag/free-speech/)
- [public health](https://www.dtcperspectives.com/tag/public-health/)
- [FDA regulations](https://www.dtcperspectives.com/tag/fda-regulations/)
- [commercial speech](https://www.dtcperspectives.com/tag/commercial-speech/)
- [Regulatory Updates](https://www.dtcperspectives.com/tag/regulatory-updates/)
- [Industry News](https://www.dtcperspectives.com/tag/industry-news/)
- [prescription drugs](https://www.dtcperspectives.com/tag/prescription-drugs/)
- [negative media coverage](https://www.dtcperspectives.com/tag/negative-media-coverage/)
- [healthcare reporting](https://www.dtcperspectives.com/tag/healthcare-reporting/)
- [drug safety](https://www.dtcperspectives.com/tag/drug-safety/)
- [fear-based journalism](https://www.dtcperspectives.com/tag/fear-based-journalism/)
- [Lipitor study](https://www.dtcperspectives.com/tag/lipitor-study/)
- [anti-vaccine movement](https://www.dtcperspectives.com/tag/anti-vaccine-movement/)
- [patient behavior](https://www.dtcperspectives.com/tag/patient-behavior/)
- [sensationalism](https://www.dtcperspectives.com/tag/sensationalism/)
- [drug therapy](https://www.dtcperspectives.com/tag/drug-therapy/)
- [Vox story](https://www.dtcperspectives.com/tag/vox-story/)
- [healthcare consequences](https://www.dtcperspectives.com/tag/healthcare-consequences/)
- [Healthcare Marketing](https://www.dtcperspectives.com/tag/healthcare-marketing/)
- [Patient Advocacy](https://www.dtcperspectives.com/tag/patient-advocacy/)
- [Journalism and Health](https://www.dtcperspectives.com/tag/journalism-and-health/)
- [Risk Communication](https://www.dtcperspectives.com/tag/risk-communication/)
- [Keytruda DTC advertising](https://www.dtcperspectives.com/tag/keytruda-dtc-advertising/)
- [Merck cancer drug](https://www.dtcperspectives.com/tag/merck-cancer-drug/)
- [Opdivo competition](https://www.dtcperspectives.com/tag/opdivo-competition/)
- [non-small cell lung cancer](https://www.dtcperspectives.com/tag/non-small-cell-lung-cancer/)
- [biologic treatment](https://www.dtcperspectives.com/tag/biologic-treatment/)
- [cancer therapy ads](https://www.dtcperspectives.com/tag/cancer-therapy-ads/)
- [patient awareness](https://www.dtcperspectives.com/tag/patient-awareness/)
- [oncology marketing](https://www.dtcperspectives.com/tag/oncology-marketing/)
- [DTC campaign analysis](https://www.dtcperspectives.com/tag/dtc-campaign-analysis/)
- [high-cost drug advertising](https://www.dtcperspectives.com/tag/high-cost-drug-advertising/)
- [Keytruda success story](https://www.dtcperspectives.com/tag/keytruda-success-story/)
- [TV ad strategies](https://www.dtcperspectives.com/tag/tv-ad-strategies/)
- [healthcare policy implications](https://www.dtcperspectives.com/tag/healthcare-policy-implications/)
- [Oncology](https://www.dtcperspectives.com/tag/oncology/)
- [Healthcare Communication](https://www.dtcperspectives.com/tag/healthcare-communication/)
- [Drug Pricing Policy](https://www.dtcperspectives.com/tag/drug-pricing-policy/)
- [Cancer Treatment Awareness](https://www.dtcperspectives.com/tag/cancer-treatment-awareness/)
- [drug price disclosure](https://www.dtcperspectives.com/tag/drug-price-disclosure/)
- [drug pricing transparency](https://www.dtcperspectives.com/tag/drug-pricing-transparency/)
- [cancer drug pricing](https://www.dtcperspectives.com/tag/cancer-drug-pricing/)
- [DTC campaign challenges](https://www.dtcperspectives.com/tag/dtc-campaign-challenges/)
- [policy impact](https://www.dtcperspectives.com/tag/policy-impact/)
- [drug advertising regulations](https://www.dtcperspectives.com/tag/drug-advertising-regulations/)
- [price transparency debate](https://www.dtcperspectives.com/tag/price-transparency-debate/)
- [Public Policy](https://www.dtcperspectives.com/tag/public-policy/)
- [Direct Sales](https://www.dtcperspectives.com/tag/direct-sales/)
- [Healthcare Trends](https://www.dtcperspectives.com/tag/healthcare-trends/)
- [Digital Health](https://www.dtcperspectives.com/tag/digital-health/)
- [Telemedicine](https://www.dtcperspectives.com/tag/telemedicine/)
- [obesity](https://www.dtcperspectives.com/tag/obesity/)
- [Zepbound](https://www.dtcperspectives.com/tag/zepbound/)
- [obesity drug market](https://www.dtcperspectives.com/tag/obesity-drug-market/)
- [Lilly](https://www.dtcperspectives.com/tag/lilly/)
- [obesity treatment](https://www.dtcperspectives.com/tag/obesity-treatment/)
- [consumer health trends](https://www.dtcperspectives.com/tag/consumer-health-trends/)
- [DTC in healthcare](https://www.dtcperspectives.com/tag/dtc-in-healthcare/)
- [DTC Television Ads](https://www.dtcperspectives.com/tag/dtc-television-ads/)
- [Ad Testing](https://www.dtcperspectives.com/tag/ad-testing/)
- [Regulatory Challenge](https://www.dtcperspectives.com/tag/regulatory-challenge/)
- [Ad Agency Collaboration](https://www.dtcperspectives.com/tag/ad-agency-collaboration/)
- [Consumer Feedback in Advertising](https://www.dtcperspectives.com/tag/consumer-feedback-in-advertising/)
- [Competitive Ad Testing](https://www.dtcperspectives.com/tag/competitive-ad-testing/)
- [Jardiance ads](https://www.dtcperspectives.com/tag/jardiance-ads/)
- [CKD advertising](https://www.dtcperspectives.com/tag/ckd-advertising/)
- [diabetes marketing](https://www.dtcperspectives.com/tag/diabetes-marketing/)
- [creative strategy](https://www.dtcperspectives.com/tag/creative-strategy/)
- [brand image](https://www.dtcperspectives.com/tag/brand-image/)
- [advertising trends](https://www.dtcperspectives.com/tag/advertising-trends/)
- [CGI in advertising](https://www.dtcperspectives.com/tag/cgi-in-advertising/)
- [Golden Globes ads](https://www.dtcperspectives.com/tag/golden-globes-ads/)
- [direct-to-consumer campaigns](https://www.dtcperspectives.com/tag/direct-to-consumer-campaigns/)
- [multi-indication brands.](https://www.dtcperspectives.com/tag/multi-indication-brands/)
- [AI in DTC marketing](https://www.dtcperspectives.com/tag/ai-in-dtc-marketing/)
- [pharma advertising](https://www.dtcperspectives.com/tag/pharma-advertising/)
- [artificial intelligence](https://www.dtcperspectives.com/tag/artificial-intelligence/)
- [personalized ads](https://www.dtcperspectives.com/tag/personalized-ads/)
- [omnichannel marketing](https://www.dtcperspectives.com/tag/omnichannel-marketing/)
- [ad concept testing](https://www.dtcperspectives.com/tag/ad-concept-testing/)
- [digital transformation](https://www.dtcperspectives.com/tag/digital-transformation/)
- [POC marketing](https://www.dtcperspectives.com/tag/poc-marketing/)
- [patient journey](https://www.dtcperspectives.com/tag/patient-journey/)
- [non-Hodgkin's lymphoma](https://www.dtcperspectives.com/tag/non-hodgkins-lymphoma/)
- [caregiver support](https://www.dtcperspectives.com/tag/caregiver-support/)
- [digital signage](https://www.dtcperspectives.com/tag/digital-signage/)
- [physician-patient communication](https://www.dtcperspectives.com/tag/physician-patient-communication/)
- [patient adherence](https://www.dtcperspectives.com/tag/patient-adherence/)
- [co-pay assistance](https://www.dtcperspectives.com/tag/co-pay-assistance/)
- [clinical setting content](https://www.dtcperspectives.com/tag/clinical-setting-content/)
- [patient behavior insights.](https://www.dtcperspectives.com/tag/patient-behavior-insights/)
- [waiting room media](https://www.dtcperspectives.com/tag/waiting-room-media/)
- [ROI in healthcare](https://www.dtcperspectives.com/tag/roi-in-healthcare/)
- [mobile devices](https://www.dtcperspectives.com/tag/mobile-devices/)
- [drug marketing](https://www.dtcperspectives.com/tag/drug-marketing/)
- [POC innovation](https://www.dtcperspectives.com/tag/poc-innovation/)
- [medical marketing trends](https://www.dtcperspectives.com/tag/medical-marketing-trends/)
- [advertising innovation](https://www.dtcperspectives.com/tag/advertising-innovation/)
- [pharmaceutical industry insights](https://www.dtcperspectives.com/tag/pharmaceutical-industry-insights/)
- [marketing strategies](https://www.dtcperspectives.com/tag/marketing-strategies/)
- [digital medicine](https://www.dtcperspectives.com/tag/digital-medicine/)
- [patient satisfaction](https://www.dtcperspectives.com/tag/patient-satisfaction/)
- [healthcare costs](https://www.dtcperspectives.com/tag/healthcare-costs/)
- [e-consultations](https://www.dtcperspectives.com/tag/e-consultations/)
- [patient-provider communication](https://www.dtcperspectives.com/tag/patient-provider-communication/)
- [patient outcomes](https://www.dtcperspectives.com/tag/patient-outcomes/)
- [patient care](https://www.dtcperspectives.com/tag/patient-care/)
- [digital health trends](https://www.dtcperspectives.com/tag/digital-health-trends/)
- [patient satisfaction strategies](https://www.dtcperspectives.com/tag/patient-satisfaction-strategies/)
- [sponsorship programs](https://www.dtcperspectives.com/tag/sponsorship-programs/)
- [media mix](https://www.dtcperspectives.com/tag/media-mix/)
- [print advertising](https://www.dtcperspectives.com/tag/print-advertising/)
- [digital advertising](https://www.dtcperspectives.com/tag/digital-advertising/)
- [consumer engagement](https://www.dtcperspectives.com/tag/consumer-engagement/)
- [brand reinforcement](https://www.dtcperspectives.com/tag/brand-reinforcement/)
- [targeting](https://www.dtcperspectives.com/tag/targeting/)
- [medical marketing](https://www.dtcperspectives.com/tag/medical-marketing/)
- [healthcare ads](https://www.dtcperspectives.com/tag/healthcare-ads/)
- [print and digital blend](https://www.dtcperspectives.com/tag/print-and-digital-blend/)
- [marketing tactics](https://www.dtcperspectives.com/tag/marketing-tactics/)
- [patient targeting](https://www.dtcperspectives.com/tag/patient-targeting/)
- [health literacy](https://www.dtcperspectives.com/tag/health-literacy/)
- [digital media](https://www.dtcperspectives.com/tag/digital-media/)
- [market research](https://www.dtcperspectives.com/tag/market-research/)
- [brand managers](https://www.dtcperspectives.com/tag/brand-managers/)
- [media planners](https://www.dtcperspectives.com/tag/media-planners/)
- [opioid epidemic](https://www.dtcperspectives.com/tag/opioid-epidemic/)
- [opioid addiction](https://www.dtcperspectives.com/tag/opioid-addiction/)
- [PatientPoint](https://www.dtcperspectives.com/tag/patientpoint/)
- [Shatterproof](https://www.dtcperspectives.com/tag/shatterproof/)
- [addiction education](https://www.dtcperspectives.com/tag/addiction-education/)
- [prescription reduction](https://www.dtcperspectives.com/tag/prescription-reduction/)
- [physician outreach](https://www.dtcperspectives.com/tag/physician-outreach/)
- [healthcare campaign](https://www.dtcperspectives.com/tag/healthcare-campaign/)
- [opioid crisis](https://www.dtcperspectives.com/tag/opioid-crisis/)
- [treatment options](https://www.dtcperspectives.com/tag/treatment-options/)
- [heart health](https://www.dtcperspectives.com/tag/heart-health/)
- [cardiovascular marketing](https://www.dtcperspectives.com/tag/cardiovascular-marketing/)
- [heart disease](https://www.dtcperspectives.com/tag/heart-disease/)
- [pharma marketing](https://www.dtcperspectives.com/tag/pharma-marketing/)
- [cardiology](https://www.dtcperspectives.com/tag/cardiology/)
- [treatment adherence](https://www.dtcperspectives.com/tag/treatment-adherence/)
- [healthcare education](https://www.dtcperspectives.com/tag/healthcare-education/)
- [Reminder ads](https://www.dtcperspectives.com/tag/reminder-ads/)
- [:15 second ads](https://www.dtcperspectives.com/tag/15-second-ads/)
- [PhRMA guidelines](https://www.dtcperspectives.com/tag/phrma-guidelines/)
- [consumer awareness](https://www.dtcperspectives.com/tag/consumer-awareness/)
- [ethical advertising](https://www.dtcperspectives.com/tag/ethical-advertising/)
- [Farxiga](https://www.dtcperspectives.com/tag/farxiga/)
- [brand awareness](https://www.dtcperspectives.com/tag/brand-awareness/)
- [pharmaceutical advertising.](https://www.dtcperspectives.com/tag/pharmaceutical-advertising/)
- [prescription drug costs](https://www.dtcperspectives.com/tag/prescription-drug-costs/)
- [transparency in advertising](https://www.dtcperspectives.com/tag/transparency-in-advertising/)
- [Congress legislation](https://www.dtcperspectives.com/tag/congress-legislation/)
- [consumer healthcare](https://www.dtcperspectives.com/tag/consumer-healthcare/)
- [pharma regulations](https://www.dtcperspectives.com/tag/pharma-regulations/)
- [commercial free speech](https://www.dtcperspectives.com/tag/commercial-free-speech/)
- [Keywords: Robert Kennedy Jr.](https://www.dtcperspectives.com/tag/keywords-robert-kennedy-jr/)
- [HHS confirmation](https://www.dtcperspectives.com/tag/hhs-confirmation/)
- [vaccine policy](https://www.dtcperspectives.com/tag/vaccine-policy/)
- [healthcare regulation](https://www.dtcperspectives.com/tag/healthcare-regulation/)
- [Senate vote](https://www.dtcperspectives.com/tag/senate-vote/)
- [Government & Regulation](https://www.dtcperspectives.com/tag/government-regulation/)
- [Super Bowl ads](https://www.dtcperspectives.com/tag/super-bowl-ads/)
- [Novartis](https://www.dtcperspectives.com/tag/novartis/)
- [Hims & Hers](https://www.dtcperspectives.com/tag/hims-hers/)
- [cancer awareness](https://www.dtcperspectives.com/tag/cancer-awareness/)
- [breast cancer](https://www.dtcperspectives.com/tag/breast-cancer/)
- [direct-to-consumer](https://www.dtcperspectives.com/tag/direct-to-consumer/)
- [DTC Trends](https://www.dtcperspectives.com/tag/dtc-trends/)
- [pharmaceutical regulation](https://www.dtcperspectives.com/tag/pharmaceutical-regulation/)
- [FDA oversight](https://www.dtcperspectives.com/tag/fda-oversight/)
- [compounded drugs](https://www.dtcperspectives.com/tag/compounded-drugs/)
- [fair balance](https://www.dtcperspectives.com/tag/fair-balance/)
- [online prescriptions](https://www.dtcperspectives.com/tag/online-prescriptions/)
- [drug efficacy](https://www.dtcperspectives.com/tag/drug-efficacy/)
- [patient safety](https://www.dtcperspectives.com/tag/patient-safety/)
- [Congress bill](https://www.dtcperspectives.com/tag/congress-bill/)
- [telemedicine regulation](https://www.dtcperspectives.com/tag/telemedicine-regulation/)
- [Drug Policy](https://www.dtcperspectives.com/tag/drug-policy/)
- [health information](https://www.dtcperspectives.com/tag/health-information/)
- [social media trust](https://www.dtcperspectives.com/tag/social-media-trust/)
- [online health sources](https://www.dtcperspectives.com/tag/online-health-sources/)
- [medical influencers](https://www.dtcperspectives.com/tag/medical-influencers/)
- [misinformation](https://www.dtcperspectives.com/tag/misinformation/)
- [health websites](https://www.dtcperspectives.com/tag/health-websites/)
- [consumer trust](https://www.dtcperspectives.com/tag/consumer-trust/)
- [Digital Trends](https://www.dtcperspectives.com/tag/digital-trends/)
- [Social Media](https://www.dtcperspectives.com/tag/social-media/)
- [Pharma Insights](https://www.dtcperspectives.com/tag/pharma-insights/)
- [Consumer Advocacy](https://www.dtcperspectives.com/tag/consumer-advocacy/)
- [Prescription Drug Coverage](https://www.dtcperspectives.com/tag/prescription-drug-coverage/)
- [formulary decisions](https://www.dtcperspectives.com/tag/formulary-decisions/)
- [drug coverage](https://www.dtcperspectives.com/tag/drug-coverage/)
- [health insurers](https://www.dtcperspectives.com/tag/health-insurers/)
- [weight loss drugs](https://www.dtcperspectives.com/tag/weight-loss-drugs/)
- [GLP-1 medications](https://www.dtcperspectives.com/tag/glp-1-medications/)
- [consumer influence](https://www.dtcperspectives.com/tag/consumer-influence/)
- [drug commercials](https://www.dtcperspectives.com/tag/drug-commercials/)
- [side effect disclosures](https://www.dtcperspectives.com/tag/side-effect-disclosures/)
- [prescription drug marketing](https://www.dtcperspectives.com/tag/prescription-drug-marketing/)
- [healthcare awareness](https://www.dtcperspectives.com/tag/healthcare-awareness/)
- [pharma advertising policies](https://www.dtcperspectives.com/tag/pharma-advertising-policies/)
- [medical advertising laws](https://www.dtcperspectives.com/tag/medical-advertising-laws/)
- [off-label drug promotion](https://www.dtcperspectives.com/tag/off-label-drug-promotion/)
- [direct-to-consumer pharmaceutical advertising](https://www.dtcperspectives.com/tag/direct-to-consumer-pharmaceutical-advertising/)
- [DTC advertising ban](https://www.dtcperspectives.com/tag/dtc-advertising-ban/)
- [pharma marketing compliance](https://www.dtcperspectives.com/tag/pharma-marketing-compliance/)
- [FDA OPDP](https://www.dtcperspectives.com/tag/fda-opdp/)
- [DTC National 2025](https://www.dtcperspectives.com/tag/dtc-national-2025/)
- [Trump executive order](https://www.dtcperspectives.com/tag/trump-executive-order/)
- [drug pricing reform](https://www.dtcperspectives.com/tag/drug-pricing-reform/)
- [most favored nation pricing](https://www.dtcperspectives.com/tag/most-favored-nation-pricing/)
- [Medicare drug prices](https://www.dtcperspectives.com/tag/medicare-drug-prices/)
- [Medicaid drug costs](https://www.dtcperspectives.com/tag/medicaid-drug-costs/)
- [pharma R&D](https://www.dtcperspectives.com/tag/pharma-rd/)
- [pharma profit margins](https://www.dtcperspectives.com/tag/pharma-profit-margins/)
- [drug price transparency](https://www.dtcperspectives.com/tag/drug-price-transparency/)
- [pharmaceutical industry news](https://www.dtcperspectives.com/tag/pharmaceutical-industry-news/)
- [drug cost regulation](https://www.dtcperspectives.com/tag/drug-cost-regulation/)
- [healthcare marketing strategy](https://www.dtcperspectives.com/tag/healthcare-marketing-strategy/)
- [Trump healthcare policy](https://www.dtcperspectives.com/tag/trump-healthcare-policy/)
- [direct-to-consumer pharma](https://www.dtcperspectives.com/tag/direct-to-consumer-pharma/)
- [Rx marketing trends](https://www.dtcperspectives.com/tag/rx-marketing-trends/)
- [pharma advertising ROI](https://www.dtcperspectives.com/tag/pharma-advertising-roi/)
- [international drug pricing](https://www.dtcperspectives.com/tag/international-drug-pricing/)
- [pharmaceutical compliance](https://www.dtcperspectives.com/tag/pharmaceutical-compliance/)
- [AI in pharma](https://www.dtcperspectives.com/tag/ai-in-pharma/)
- [data privacy](https://www.dtcperspectives.com/tag/data-privacy/)
- [data integrity](https://www.dtcperspectives.com/tag/data-integrity/)
- [regulatory compliance](https://www.dtcperspectives.com/tag/regulatory-compliance/)
- [first-party data](https://www.dtcperspectives.com/tag/first-party-data/)
- [AI compliance tools](https://www.dtcperspectives.com/tag/ai-compliance-tools/)
- [compliance automation](https://www.dtcperspectives.com/tag/compliance-automation/)
- [DTC pharma](https://www.dtcperspectives.com/tag/dtc-pharma/)
- [privacy-first marketing](https://www.dtcperspectives.com/tag/privacy-first-marketing/)
- [Health Policy](https://www.dtcperspectives.com/tag/health-policy/)
- [White House Policy](https://www.dtcperspectives.com/tag/white-house-policy/)
- [Media & Advertising](https://www.dtcperspectives.com/tag/media-advertising/)
- [Healthcare Industry](https://www.dtcperspectives.com/tag/healthcare-industry/)
- [Free Speech & Advertising](https://www.dtcperspectives.com/tag/free-speech-advertising/)
- [Litigation & Compliance](https://www.dtcperspectives.com/tag/litigation-compliance/)
- [Consumer Health Communication](https://www.dtcperspectives.com/tag/consumer-health-communication/)
- [DTC](https://www.dtcperspectives.com/tag/dtc/)
- [TV drug ads](https://www.dtcperspectives.com/tag/tv-drug-ads/)
- [Trump memorandum](https://www.dtcperspectives.com/tag/trump-memorandum/)
- [pre-1997 rules](https://www.dtcperspectives.com/tag/pre-1997-rules/)
- [package insert](https://www.dtcperspectives.com/tag/package-insert/)
- [pharmaceutical policy](https://www.dtcperspectives.com/tag/pharmaceutical-policy/)
- [Bob Ehrlich](https://www.dtcperspectives.com/tag/bob-ehrlich/)
- [litigation](https://www.dtcperspectives.com/tag/litigation/)
- [regulation changes](https://www.dtcperspectives.com/tag/regulation-changes/)
- [branded drug ads](https://www.dtcperspectives.com/tag/branded-drug-ads/)
- [patient communication](https://www.dtcperspectives.com/tag/patient-communication/)
- [media companies](https://www.dtcperspectives.com/tag/media-companies/)
- [advertising restrictions](https://www.dtcperspectives.com/tag/advertising-restrictions/)
- [prescription drug commercials](https://www.dtcperspectives.com/tag/prescription-drug-commercials/)
- [Trump policy](https://www.dtcperspectives.com/tag/trump-policy/)
- [advertising rules](https://www.dtcperspectives.com/tag/advertising-rules/)
- [FDA policy](https://www.dtcperspectives.com/tag/fda-policy/)
- [advertising compliance](https://www.dtcperspectives.com/tag/advertising-compliance/)
- [FDA untitled letters](https://www.dtcperspectives.com/tag/fda-untitled-letters/)
- [drug ad violations](https://www.dtcperspectives.com/tag/drug-ad-violations/)
- [Robert F. Kennedy Jr.](https://www.dtcperspectives.com/tag/robert-f-kennedy-jr/)
- [advertising scrutiny](https://www.dtcperspectives.com/tag/advertising-scrutiny/)
- [FDA letters](https://www.dtcperspectives.com/tag/fda-letters/)
- [net impression](https://www.dtcperspectives.com/tag/net-impression/)
- [television advertising](https://www.dtcperspectives.com/tag/television-advertising/)
- [adequate provision](https://www.dtcperspectives.com/tag/adequate-provision/)
- [advertising regulations](https://www.dtcperspectives.com/tag/advertising-regulations/)
- [prostate cancer screening](https://www.dtcperspectives.com/tag/prostate-cancer-screening/)
- [Christina Applegate](https://www.dtcperspectives.com/tag/christina-applegate/)
- [multiple sclerosis](https://www.dtcperspectives.com/tag/multiple-sclerosis/)
- [TG Therapeutics](https://www.dtcperspectives.com/tag/tg-therapeutics/)
- [Briumvi](https://www.dtcperspectives.com/tag/briumvi/)
- [Ro](https://www.dtcperspectives.com/tag/ro/)
- [GLP-1](https://www.dtcperspectives.com/tag/glp-1/)
- [Eli Lilly](https://www.dtcperspectives.com/tag/eli-lilly/)
- [FDA regulation](https://www.dtcperspectives.com/tag/fda-regulation/)
- [drug advertising compliance](https://www.dtcperspectives.com/tag/drug-advertising-compliance/)
- [regulatory enforcement](https://www.dtcperspectives.com/tag/regulatory-enforcement/)
- [pharma creativity](https://www.dtcperspectives.com/tag/pharma-creativity/)
- [MLR review](https://www.dtcperspectives.com/tag/mlr-review/)
- [regulatory affairs](https://www.dtcperspectives.com/tag/regulatory-affairs/)
- [policy](https://www.dtcperspectives.com/tag/policy/)
- [opinion](https://www.dtcperspectives.com/tag/opinion/)