• Why TV Is and Isn’t a Waste of DTC Marketing Money

    DTC 360 by on June 16th, 2017

    Year after year, TV has taken the biggest slice of DTC marketers ad budgets. While it can be effective to increase awareness, we need to better understand what actions our target audience is going to take as a result of that awareness. TV is still the number one channel for building product awareness, but what […]

  • DTC’s Love Affair with TV is Irrational

    DTC 360 by on April 10th, 2017

    Numerous studies have shown that DTC TV spots are less than 20% effective in driving patients into their doctor’s office to ask for the product, yet DTC marketers continue to allocate the biggest part of their budgets to TV spots. It’s hard to understand why so much money goes into a channel that is the […]

  • Just How Effective Are DTC Ads?

    DTC 360 by on November 23rd, 2016

    Only 7% of consumer respondents were motivated to talk to their physician about a prescription drug they saw on TV, down from 21% in 2015, according to a 2016 STAT-Harvard poll. At Digital Pharma East, one of the speakers even went as far as to say that there is no ROI for prescription drug DTC […]

  • Why Are DTC Marketers So in Love with TV?

    DTC 360 by on September 15th, 2016

    A survey of more than 500 Treato.com users found that consumers are rarely motivated to take action after seeing an advertisement for a drug on TV, yet pharma companies are on track to allocate a lot of money to TV in 2016. What we have here is a failure to communicate. According to an eBook […]

  • The Assault on DTC TV Advertising

    DTC 360 by on March 24th, 2016

    The Super Bowl was once again used as a sponsor of several DTC ads, which led to calls for a ban on DTC TV advertising. The media jumped on the bandwagon with articles saying that drug company marketing is one of the reasons for high drug prices—and all this attention in an election year could […]

  • Is DTC Marketing an Endangered Strategy?

    DTC 360 by on January 18th, 2016

    Healthcare, in general, is being disrupted by the Affordable Care Act, an upcoming Presidential election and a dramatic shift in the way patients make health treatment choices. DTC marketing, however, is under attack by physicians and consumers who are finally treating prescription drugs with the same scrutiny as consumer product purchases. Can pharma DTC marketing […]

  • Do You Have a Designated DTC eMarketer?

    DTC 360 by on November 17th, 2015

    You might be tired of hearing that digital marketing is a key driver for empowered patients, but the Internet is being used more and more by patients who suddenly see themselves as consumers of their health choices. Results from a national consumer survey conducted by Makovsky Health and Kelton show the average U.S. consumer spends […]

  • What Do Patients Want from an App?

    DTC 360 by on August 10th, 2015

    The mobile market is pretty much saturated as consumers like being connected wherever they go. So what are the implications for DTC marketers? Are there any opportunities to leverage key marketing objectives? To start, it’s important to understand that “mobile” is really two different platforms. Tablets are mostly used at home via broadband connections, while […]

  • What Really Is the Best DTC Marketing Channel?

    DTC 360 by on June 12th, 2015

    Ongoing research continues to show that more and more people are going online for health information—yet last year more money was spent offline than online. If DTC marketing is going to make the leap from mediocre to great, they are going to have to both spend more money on digital marketing—and, of course, also hire […]

  • Take the Social Media Subway

    DTC 360 by on April 10th, 2015

    The objective of DTC marketing has always been to generate new business for approved healthcare treatments—but today, can advertising alone do this? The answer is no. Why? Patients are acting like consumers. They now have access to a number of different treatment touch points and are more informed prior to making buying decisions. So DTC […]

  • The FDA Still Has A Lot of Opportunities To Improve DTC Marketing

    Panorama by on February 13th, 2015

    The FDA has started a process to improve DTC print ads by allowing companies to replace complicated medical with the use of “simplified” language. While this is a great first step, there are a lot of opportunities to improve DTC marketing in a “patient” driven environment. The old model of DTC advertising was based on […]

  • The State of DTC Marketing in 2015

    DTC 360 by on February 9th, 2015

    A recent podcast on “Dose of Digital” was titled “Yesterday’s Technology Tomorrow” for pharma digital marketing. There is no doubt that the current business model in the biopharmaceutical industry is under a lot of pressure. Insurers and the media are screaming about the high price of new drugs at the same time that a lot […]

  • What Is the Impact of Consumers of Healthcare on DTC Marketing?

    DTC 360 by on December 12th, 2014

    DTC marketers have often referred to target audiences as “patients” or “users.” But is that really the case? Today, because of the rapidly changing healthcare environment more patients are becoming “consumers of healthcare.” What does this mean for DTC marketers? When the FDA first approved DTC TV ads in the ’90s. The model was that […]

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