DTC Marketing

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 […]

Testing Patients For Chronic Kidney Disease (CKD)

Chronic (CKD) affects around 37 million Americans. Troubling research from AZ shows the prevalence of undiagnosed stage 3—moderate—CKD is 85% to 97%.  Dr. Ruud Dobber, executive vice president of the biopharmaceuticals business unit at AstraZeneca, said, “New real-world evidence data presented at ERA 2023 build on existing research to paint a stark picture: chronic kidney disease […]

Patient Communication Improves Treatment of HIV

In the 1980s, HIV was a scourge on the population, killing over 100K people by 1991. Stigma and general ignorance about it seriously undermined treatment.   To confront these problems, patient communication programs funded by governments and foundations were initiated. This type of patient communication was novel, with almost no precedent. A famous PSA launched in […]

Examining arguments for and against Pharma DTC advertising

Since its introduction into the mainstream in 1997, Direct-to-Consumer (DTC) marketing has been a subject of debate. Only the US and New Zealand permit it, and recent congressional efforts aim to restrict it. Despite the ongoing controversy, it’s essential to examine the arguments for and against Pharma DTC advertising. Before Pharma DTC avertising, patient education […]

Great Pharma DTC Marketing Is Different

While there is no recipe for great Pharma DTC marketing, 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, get the patient to talk with a doctor. When it is done right, Pharma DTC marketing delivers an excellent […]

Does DTC Marketing Work?

  The industry has considered the effectiveness of patient marketing since 2002. The results are conclusive. DTC marketing works. In its early days, the emphasis was on TV and print advertising. DTC was being used mainly for drugs with very big budgets. ROI on this advertising was quite remarkable. Some brands were seeing awesome returns […]