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The Pharma Marketers’ Innovator’s 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 […]

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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 […]

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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 […]

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Branded vs Unbranded Media Buying Dynamics

For many pharmaceutical or biologic brands considering DTC advertising, the pursuit of either a branded or unbranded campaign is a critical decision.  The best approach can be determined by focusing on several specific factors: the extent to which patients with the disease remain undiagnosed, the amount of fair balance the product requires in a branded […]

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Get with the Program(matic)

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 […]

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DTC Perspectives | DTC in Focus

How to Identify Breakthrough Ideas and Dramatically Improve ROI

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 […]

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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 […]

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