The latest from DTC Perspectives
FDA Testing DTC Distractions
Friday, 22 August 2008, 06:29 AM
A new study by DDMAC is going to delve into whether television ads have distracting positive visuals which limit consumer risk information comprehension. DDMAC has always made judgments subjectively when pre-reviewing submitted ads on these distractions. They never liked commercials that had too many moving parts while side effects and risks were discussed. read more
Blogspectives- Issue 5
Tuesday, 19 August 2008, 12:11 PM
John Mack in his Pharma Marketing Blog of 8/14 wrote an interesting piece called Rethinking the Value of DTC Advertising . Mack says that the numbers of patients who visit and ask doctors about advertised drugs is very low. Therefore, he wonders how the expenditures can pay back on this low a number of patient Rx starts from DTC. He believes the payback comes from increased compliance as current users are reminded to stay on a drug. Mack is partly correct. DTC ROI comes from a combination of both new starts and compliance reminders. The read more
Rx Counter Marketing
Friday, 15 August 2008, 06:01 AM
The idea of countering drug company marketing with government funded detailers is growing. Time Magazine did an online story August 12 on a South Carolina program to provide alternative drug information to physicians. The purpose is to offer a non-commercial rebuttal to drug detailers and DTC ads which promote branded drugs. Time says the doctor gets most of their information from “the chipper, gift laden pharmaceutical sales people.” read more
DTC in the Era of Consumer Choice Conference Agenda Announced
Monday, 11 August 2008, 12:59 PM
This year’s annual fall conference, the DTC in the Era of Consumer Choice, will be held October 29 – 30, 2008 at the Westminster Hotel in Livingston, NJ. read more
Glory Days Over?
Friday, 08 August 2008, 06:00 AM
Jim Edwards, who used to blog about advertising at Brandweek, is back writing his own blog. His July 29 th blog was titled “DTC Pharma Marketing's Glory Days Are Behind Us.” His rationale is that the lack of new drugs is the chief cause. He cites flat spending recently after significant increases a year ago as the evidence. read more
A Powerful and Independent FDA
Friday, 01 August 2008, 05:46 AM
The Wall Street Journal reported on 7/30 that there is growing sentiment in Congress to drastically reform the FDA so it has fewer ties with the industries it regulates. There are many in Congress who feel the FDA has done a poor job protecting the public and is too close to the drug and food industry. read more
AstraZeneca Study Shows Value of Personal Interaction in Discount Program
Thursday, 31 July 2008, 03:16 PM
An AstraZeneca company survey has found that 1/3 of its patients who utilize their AZ&Me prescription drug savings program are driven by doctors and pharmacists. Based on a year-long survey of 12,000 patients who contacted AstraZeneca about the assistance program, 35% were referred by healthcare professionals, while another 14% learned of the program from brochures in doctors' offices, hospitals, clinics or pharmacies. read more
Blogspectives - Issue 4
Tuesday, 29 July 2008, 08:19 AM
Cliff Mintz in BioJobBlog (July 12) says pharma has discovered You Tube in a big way. He says many drug companies are using it to post ads, educational videos and creating contests for consumers to create videos on what it is like to have certain diseases. He singles out J&J saying “these pharma assaults on YouTube pale in comparison to the launch of Jonson & Johnson's health channel on YouTube.” He says social media is the “next best thing since DTC advertising.” His concern is that this is unregulated, and like the rest of the Internet, read more
DTC Always On the Bubble
Friday, 25 July 2008, 07:32 AM
One of the common concerns of DTC marketers is the constant need to justify DTC spending to their management. After more than a decade of use, DTC is still apparently not seen as something that has become routine spending. I call DTC a bubble expenditure because some senior manager at big pharma is always considering cutting it out. read more
Branded Websites Are The Most Effective Online Marketing Tactic For Pharmaceutical Marketers, comScore Study Finds
Friday, 25 July 2008, 12:13 AM
comScore, Inc., in conjunction with pharmaceutical marketing consultancy Evolution Road, today released results from the second annual study: e-Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, which is designed to help pharmaceutical marketers assess the success of their online marketing activities. read more
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