Great Direct-to-Consumer (DTC) advertising in the pharmaceutical industry efficiently draws attention, delivers relevant & powerful messaging, and sparks action. It quickly introduces information about the condition, visualizes the problem, uses strong branding device and relatable scenarios, and maintains brand presence throughout the ad. Ideally, it should be distinctive and, where possible, use testimonials and demos. […]
Tag Archives | dtc marketing
DTC in Perspective: A 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: Pharmacists Join AMA in Calling for 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 […]
DTC in Perspective: New Research on Banning TV DTC
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
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?
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
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 […]
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 […]