DTC Marketing

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 education was novel, with almost no precedent. A famous PSA launched in the […]

The benefits of Direct to Consumer (DTC) marketing have been debated since it was first introduced intothe mainstream in 1997. Only two countries in the world allow it, the US and New Zealand. Plenty of people criticize it. Just last year, another bill was introduced in Congress to restrict it. So, what makes us think […]

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 […]

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

  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 ADHD 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 […]

  Kate Walsh is not a doctor, but she plays one on TV in the popular show Grey’s Anatomy. She is also partnering with Alcon in its new campaign, “Make Every Look Count” for Systane. I don’t watch this show, so the star power does not work on me. However, it will garner attention from […]