Drug Out of Pocket Costs to Rise ?The rise in… drug costs will incent consumers to be more demanding? -Bob Ehrlich The cost of prescription drugs to consumers is going to rise for most people under Obamacare.? A study by HealthPocket, a company that measures the cost of insurance plans, says consumers will pay about […]
By Bob Ehrlich
June 28, 2013
Obesity Drugs Ready for DTC
Obesity Drugs Ready for DTC ?Qsymia meets all the criteria for a broad awareness campaign.? -Bob Ehrlich Vivus, maker of obesity drug Qsymia, said that they completed formulating a DTC strategy for implementation in fall of 2013. This comment was made at an investor presentation June 18th. I have previously urged Vivus to do DTC […]
By Bob Ehrlich
June 7, 2013
How Much Do You Want to Know?
How Much Do You Want to Know? ?When is it worth knowing our health future?? -Bob Ehrlich The Angelina Jolie story shows both the benefit and downside of having predictive health information.? Genetic testing revealed a high risk of breast cancer and Ms. Jolie took the bold step of undergoing a double mastectomy before any […]
By Bob Ehrlich
May 31, 2013
Painful DTC
Painful DTC ?Agencies can excel without excess creative devices? -Bob Ehrlich There are two DTC ads I think do a great job of telling consumers about pain prevention and remediation. One is branded, the other a disease education spot. Neither is brand new but I thought they deserve some positive comments for delivering strong, effective […]
By Bob Ehrlich
May 10, 2013
Pfizer Puts The Double D in DTC
Pfizer Puts The Double D in DTC ?This is a bold step for a drug company…? -Bob Ehrlich While traditionally DTC refers to direct advertising to consumers, we have a case where the “D” also means distribution directly to consumers. Viagra, a heavily counterfeited drug, is now available to consumers directly from Pfizer. Since this […]
By Bob Ehrlich
May 3, 2013
The Future of Point of Care
The Future of Point of Care ?POC will be at least 10% of DTC budget allocations in 5 years..“ -Bob Ehrlich Point of Care (POC) advertising has been around a long time. It is the advertising done at physicians? offices and pharmacies. Most drug companies use it and have for over 20 years. My best […]
By Bob Ehrlich
April 29, 2013
An Open Letter From DTC Perspectives Founder Bob Ehrlich on Marketing at the Point of Care
Dear Industry Member, Patients are becoming more involved in treatment decisions. DTC advertising, higher co-pays, higher deductibles, less time with doctors, and the availability of health information have made patients into proactive consumers. For this reason, we are debuting the “Point of Care Marketing Conference (http://www.cvent.com/events/the-new-point-of-care-marketing-conference/event-summary-68ed247aa8a6433b8a9aba71544d7f03.aspx)” this fall.? We invite you to join us on […]
By Bob Ehrlich
April 19, 2013
Merck Doing it Right
Merck Doing it Right ?Merck has tremendous upside running these ads.” -Bob Ehrlich I really like the Merck shingles ads. They have been on-air for about a year and I apologize for the delayed reaction. I had shingles in my 30?s for a brief time. Just a few pimple like things on my chest but […]
By Bob Ehrlich
March 22, 2013
Very Different Futures
Very Different Futures ?DTC status quo odds…30%, decline… 20%, growth…50%.” -Bob Ehrlich I love science documentaries about the universe and science fiction about what the earth will be like hundreds of years from now. I am a big Fringe fan. Both genres make you think about potential alternate futures. Forecasts are designed usually to create […]
By Bob Ehrlich
March 15, 2013
Doom, Gloom or Opportunity
Doom, Gloom or Opportunity ?There remain massive opportunities for consumer advertising.? -Bob Ehrlich I know the Nielsen spending numbers for latest 12 month DTC spending went down over 20%. We can attribute much of that to drugs going off patent as well as fewer new blockbusters appearing. On the other hand, the decline is in […]
