2010 Outlook: 10 Ways to Win With Patients and Improve DTC Efforts

[Full article: 2010 Outlook: Doom and Gloom For DTC? 10 Points for Winning with Patients, published in DTC Perspectives, December 2009]

Despite many gloomy predictions for DTC advertising and the pharma industry overall, there’s never been a better time for marketers to forward their brands and consumers’ lives with new thinking about what constitutes patient marketing in the 21st Century (DTC 21).  Ten prescriptions can help improve focus and strengthen DTC efforts in 2010.  Important media and technology trends are also “musts” to actively consider for those who want to bump impact and value.

  1. Adopt an updated definition for DTC that considers the full picture of how consumers will interpret and interact with a brand TODAY. This calls for attention beyond “big bang” marketing spends, and begs for identifying meaningful levers to drive education and growth. DTC is no longer just an awareness or acquisition vehicle to move “eyeballs” through a linear marketing funnel; it’s every influence and touch needed to bring new information and education, help convert, instill loyalty and inspire advocacy.  Continue reading

Pharma: Is Private-label Media a New Kind of Marketing?

The growing popularity of ‘private-label media’, as Booz & Co. like to call it, is one of the more provocative – and potentially disruptive- developments occurring in today’s marketing and media ecosystems, according to their recent report entitled, The Promise of Private-label Media.  The emergence of private label media represents both a compelling way to engage consumers and yet another challenge to long standing media business models - And the more that is spent on private-label media, the less that may be spent on traditional advertising, especially in the digital realm.

So what is private-label media?

Just about every company and brand has a website.  But today, many marketers are going much further. They are transforming their presence into powerful media channels. Private-label media offerings bring the brand directly to the consumer, and allow marketers to bypass traditional media. The term ‘private-label media’ usually refers to a company’s website and the turning of the website into a powerful media channel.  Online, consumers interact directly with the brand and other consumers, strengthening brand relationship, fostering new leads, testing new products and even negotiating discounts. (Definition by Ed McMann)

These are not digital infomercials; the best private label media connect consumers directly to brands. Consumers can design and test new products, enter online forums to talk to others who may share their perspective, and take advantage of unique brand offers and ancillary services.  Continue reading