How Does Patient Centricity Relate to DTC Marketing?

    The idea of patient centricity is not new. In the past, many companies defined patient centricity according to their ability to develop medications that could treat healthcare conditions. That is a very restrictive definition that does not fit the current environment very well. Listening to the voice of the patient is the modern […]

Why Sharon Debacco is a Trailblazer in the DTC World

Recently, the LINZESS team has won a lot of awards for its DTC efforts. In these days, when awards are often given like confetti, this team truly deserves recognition. LINZESS is without a doubt a poster child for great DTC advertising. Sharon cut her teeth on DTC marketing in the early days of patient marketing. […]

Celebrities in DTC Marketing Can Be Effective

Using celebrities in DTC marketing can be effective.  But not always.  In the past, celebrities were rarely used as part of a DTC program. Pharma companies were not convinced that they would be effective. And worse, some thought that they might damage the reputation of a brand.  So they stuck with pleasant scenes of patients […]

Emotional Pharma DTC Marketing Is Highly Effective

The Pharma industry is waking up to the idea that emotional Pharma DTC marketing works. That is, when the emotional hook is well connected to the rational benefits of the brand. These ads will be noticed and are most likely to drive discussion with a doctor, which will result in a script. For example, recent […]

comparing cpg marketing tactics to dtc marketing

The only sure way to significantly grow revenue is to increase customer demand. And sometimes this demand can come from the most unexpected places. In the 80’s, if you asked a person to pay money for bottled water, they would probably have replied, “Are you crazy?” Then, a combination of marketing, health, and environmental factors […]

DTC Marketing Offers Patients Information

Healthcare has undergone many changes in the 21st century. With the advent of Covid-19, it may now be poised for even more radical changes. In the 20th century, doctors were exclusively in the driver’s seat. Like a taxi passenger, patients let the doctor take them to their destination. However, in recent years, that patient journey […]