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Is The Patient/Doctor Dynamic Better?

Over the past 50 years, the patient-doctor dynamic has changed radically. Historically, this relationship was highly paternalistic. Doctors would inquire about symptoms, assess the patient’s health, diagnose conditions, and suggest treatments.  The conversation was one sided.    Before the 1970s, it was unlikely that a doctor would even get a course in communication in medical […]

Does Patient Marketing Drive Sales? And Should It?

These are questions that a lot of people have asked since patient marketing was first approved in the United States.  Does patient marketing drive sales?  In many cases, the answer is yes.  And should it?  In most cases, the answer is also yes. First, there is the question of ethics. Many believed that it was […]

Iconic DTC Advertising

Ads for Doritos are wild. Ads for pharmaceutical medications are not. Can’t be. Welcome to the world of pharmaceutical advertising, the “Sea of Sameness.”  We rarely see iconic DTC Advertising. To be successful, DTC advertising does not have to be iconic.  Successful ads engage the audience, deliver compelling messages, and develop “branded memorability” that triggers […]

Creating Great DTC Advertising

If you watch TV, you see Pharma advertising.  A lot!  You’ll see long commercials that often talk about obscure diseases along with gross side effects.  You must be wondering.  Why do Pharma brands do these ads?  Simply put, they do want you to “…ask your doctor if X is right for you…”  And if you […]

Unfortunate DTC Advertising

The Superbowl is exciting!  It is quite natural to see provocative advertising.  Including ads for lip gloss, “Duck Plump.”  Some creative, living perhaps in LA or NYC, came up with this stuff and they may win an award at Cannes.  However, we never see this type of thing in Pharma.  Or do we?  We witnessed […]

Stigma and taboos influence healthcare

Stigma and taboos influence healthcare, evident in how patients address problems such as obesity, Overactive Bladder (OAB), and abnormal uterine bleeding (AUB). The discussion around obesity can be highly charged, especially given that almost half of all Americans can be classified as obese.  And the percentage is growing rapidly.  Obesity is an epidemic in the […]