Pharma DTC At The Crossroads? 2011 Prevention DTC Study Results

Here are six thought starters I see coming out of Prevention Magazine’s 14th Annual Pharmaceutical Direct-to-Consumer (DTC) Advertising Study.*

1. Generic growth continues to put downward pressure on DTC ROI’s.

2. DTC continues to positively impact conversations with the doctor, but there is a general decline in patients receiving the prescription drug–a significant drain on ROI.

3. Consumers value Pharma websites, but opportunity exists to improve their value with less focus on ‘benefits-only’ messaging.

4. Consumers are consistently looking for Pharma to provide more information about the safety and risks of prescription medicines.

5. Social Media and Mobile Health are still in their infancy in helping consumers to gather information about prescription medicines and to manage their healthcare.

6. Consumers are interested in new health IT and advanced treatment solutions to help improve their health.

1.      Generic use continues to rise with 36% reporting that they’ve switched to a generic prescription or OTC medicine in the past 12 months to reduce healthcare costs.  With Generic medications now accounting for 78% of all retail prescriptions dispensed (IMS Health), this has sizable potential implications for any brand’s DTC Adverting ROI.  Continue reading

TV Isn’t Dead. Social Media Is Over-Hyped. Highlights From DTCN2011

Here are six themes that I took away from this year’s DTC National Conference, which took place in Boston April 6-8, 2011.  You can also read the tweets from #DTCN2011, Wendy Blackburn’s recap of Day 1, or take in the video interviews  by Pixels & Pills.

1.       Everybody has a story…Major life ‘events’ are what catapult a person, patient or caregiver to step into an active e-patient and patient advocate role. Myrtle Potter’s near tragic medical event is leading her down the patient advocate path and focusing her efforts behind improving patient literacy and engagement.

At WEGO Health , they say that each health activist has a unique story.  However, they become a health activist when they are talking about health every day and offering support and advice to others online—to the tune of  an average online audience of more than 15,000 every month. Continue reading

Pharma Marketers: 6 Key Skills Every Brand Champion Will Possess

In our ever-changing media landscape, coupled with increasingly powerful ePatient communities, a demand for new standards has arisen.  As a result, Pharma [and in reality all marketers] must accelerate their skills in six key areas to separate their marketing communications, and become brand champions. 

Read the full article in DTC Perspectives March 2011: Tough Demands to Galvanize Marketing Communications: 2011 Brand Champions Will Possess Six Key Skills.

Every marketer knows that spurring brand and patient success requires building on wisdom from the past, while honing new abilities to educate, motivate and converse with patients and their families.  Savvy marketers know that the 4P’s – also renamed SIVA [Solution, Information, Value, Access] to provide greater customer focus- have never been more critical.  In addition, 2011 brand champions are challenged to create Michael Porter’s “shared value”, accelerating skills in six areas:

  1. Dynamic listening and action, real-time. Astute marketers take dynamic listening seriously- they know who to listen to, where to listen, what’s most important to take note of, and are eminently geared to take action by responding nimbly to new learning.  Champion marketers know that listening without action is as dangerous as acting without listening. Continue reading