Tag Archives: DTC

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 […]
Posted in E-Media, multimedia, social media | Also tagged , , , | Leave a comment

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 […]
Posted in Strategy | Also tagged , , , , , , , , , , | 3 Comments

Pfizer CEO: DTC a 'Fundamental Right'

Direct-to-consumer (DTC) advertising is a “fundamental right in the U.S.,” and denying the right of industry to speak directly to patients through drug advertising “leads to ignorance and the inability to judge,” said Ian Read, Pfizer’s president and CEO, at the Cleveland Clinic on Tuesday. Asked whether DTC ads on television should be retired, Read […]
Posted in Advertising, IP, leadership, Marketing, Patient Communication, patient education, Regulatory, Strategy | Also tagged | 7 Comments
  • Categories

  • Meta