23 and Me, DTC and You

?The upbeat ad is very well done...? -Bob Ehrlich

Genetic testing company 23andMe started a $5 million DTC campaign recently done by agency Arnold New York. While the budget is modest by DTC brand standards, the advertising is extremely important. It shows the next generation of a lot of DTC advertising. That is, personalized medicine is the wave of the future.

23andMe is advertising genetic health knowledge. In their ad they frame the benefit as knowing your DNA that could lead to changes in diet and lifestyle. The ads are upbeat and explain how are genetic code helps define our health. The 60 second ad explains how DNA affects hundreds of things about our health and having the knowledge helps consumers ask questions. The upbeat ad is very well done with a wide range of actors from different ethnic backgrounds and ages. The at home test kit cost $99.

Genetic testing for health is still controversial because these tests rarely can tell you if you will get a disease. They can show increased association or odds of getting a particular illness or condition. What physicians fear from the public getting these tests is a lot of fear and perhaps requests for invasive procedures based on the results. On the other hand, as the 23andMe ad implies, having the knowledge may help consumers eat healthier, exercise more and get tested more regularly for the disease indicated by the genetic test.

Drug makers will be part of this genomic wave. As government and private payers look to cut their drug bills, they will push for more targeted drugs. This is not ideal for drug companies who make themost money with drugs used en masse. On the other hand, a drug that definitely works in a targeted population can command a premium price.

We can expect health solution providers to be more aggressive in advertising their wares. This is beyond pills and devices. Hospitals, doctors, clinics, drug stores, natural supplements, OTC?s, insurance plans, lifestyle and diet products are all in the same arena competing for the consumer dollar. Regardless of the success of Obamacare, the future in health marketing will involve more direct consumer contributions to the health bill. Consumers who pay increasingly larger portions of their bills will want to know how best to allocate spending. DTC advertising will grow as a result of the need for more consumer decision making.

So I welcome 23andMe to the DTC world and we can look forward to the expansion of personalized medicine.

Bob Ehrlich, Chairman

DTC Perspectives, Inc.

Bob Ehrlich

Chairman & Chief Executive Officer at DTC Perspectives

Bob Ehrlich has over 20 years marketing experience in pharmaceutical and consumer products. Bob is the CEO of DTC Perspectives, Inc., a DTC services company founded in 2000. DTC Perspectives, Inc. developed the DTC National Conference, the largest DTC conference in the industry. DTC Perspectives, Inc. also publishes DTC Perspectives, a quarterly journal dedicated to DTC issues and practices. In addition DTC Perspectives, Inc. does DTC consulting for established and emerging companies, and provides DTC marketing plans for pharmaceutical companies.