Great DTC Creative Is Different

Later this month, I am serving on a panel that will discuss how Pharma companies develop “great DTC creative”.  While there is no recipe for great advertising (in general), the tactics leading to the goal are the same.  Draw attention, make it relevant, deliver a powerful (and if possible distinctive message) and spark action.  Basically […]

The Importance of Patient Education Programs

This year GSK and the International Federation on Aging (IFA) have collaborated to launch the inaugural Shingles Awareness Week.  Why?  Because most Americans do not know much about the disease.  This is a mistake that must be addressed.  And it is true of many “silent diseases”.  Examples are conditions such as Pancreatic Cancer, Shingles, Hepatitis […]

Alleviating Patient Stigma

In addition to physical consequences, many people suffer from social stigma associated with a health condition.  This is certainly the case for people who suffer from weight issues.  These people can suffer both overt and hidden social consequences, from nasty comments to rejection in social or business situations.  “Body Positivity” and “Fat Acceptance” movements are […]

Is DTC TV Really Effective? Really?

Studies have been conducted about DTC effectiveness since 2002.  The results are conclusive.  DTC marketing is effective.  In the early days of DTC, the emphasis was on TV and Print advertising.  DTC was being used mainly for drugs with very big budgets.  Prozac was the pioneer followed soon by Nexium, Lipitor and Viagra.  ROI on […]

Supporting Caregivers As They Learn More About Treatment Options

One in five adults is a caregiver for a family member that is experiencing a chronic disease. Caregiving runs the gamut of disease states from ADHC among children 6-17 to patients with lung cancer, adults with alzheimer’s and mental health issues, etc. The common denominator is that these caregivers are dedicated to helping their loved […]

How Do You Talk With Patients

Is It Important to Catch Their Attention? Sure it is. If they do not notice the communication it cannot have an effect. However the form should not overwhelm the content. This means that any communication should be highly relevant to the patients, consistent with the feelings that they have. KEYTRUDA demonstrates great examples of meetings […]