Tag Archives: DTC

Email Marketing's Growing Maturity

Email marketing is still very much with us, despite much talk of its demise. But, writes Peter Houston, it has moved on from its “spammy” adolescence. Scary tales of The-Next-Big-Social-Thing killing off the first digital marketing blockbuster have been building for years. McKinsey’s November 2013  iConsumer survey reported a 20 percent decline in email usage […]
Posted in Marketing, Op-Ed, Patient Communication, social media, Strategy | Also tagged , | Leave a comment

Pharma Online Advertising is Working

Pharmaceutical online advertising has the highest viewability rates of any industry, according to a study by comScore, Inc. Survey data from the eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry also shows that online direct-to-consumer (DTC) marketing continues to increase conversion among patients and prospects. According to the study, which included 163 pharmaceutical […]
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The Pill is Not the Point: Has Pharma Finally Figured out Social Media?

The radical shift currently taking place in pharma marketing is all about partnering with patients rather than talking at them.  In other words, pharma and patients are becoming friends who can help their “partners” educate, design a diet plan, increase disease awareness, and take you to the doctor…well, not quite yet.
Posted in healthcare, multimedia, Patient Communication, social media, Strategy, Technology, Video | Also tagged , , , , , , , | 2 Comments

Personalization — the Holy Grail of Digital Marketing

It’s not just patients that have interesting marketing personas – HCPs have them too. Last month I wrote about Direct to Persona Marketing™, an approach to fighting the mass market scattergun approach enshrined in traditional DTC. Liquid Grids’ manipulation of data from an analysis of 650 million online conversations is offering marketers some hope of […]
Posted in E-Media, Europe, Guest Blog, Marketing, Op-Ed, social media, Technology | Also tagged , , , | Leave a comment

Filling the Rx Gap: Cost Solutions at the Point-of-Sale

Prescription abandonment—cited as one of the major cost-related issues in healthcare—has prompted numerous efforts to raise the profile of pharmacists in driving improvements in patient utilization. With a marked decline in engagement elsewhere—physician prescribers are seeing fewer sales reps and DTC spending is ebbing – more solutions providers are seeking to fill the gap, with […]
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