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
“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
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
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
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
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!
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
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
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
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 […]