[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.
- 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