More than 500 DTC marketing industry executives convened at the 15th annual DTC National Conference this past April to learn more about what patients want ? and how they, as marketers, can best serve those wants and needs. The overarching theme of the 2015 event was clear: working with the new patient. Kicking things off […]
By John Nelson
May 28, 2015
Adherence and the Authentic Truth
After a patient initiates treatment, the real selling-process begins. More than ever, patients are approaching Rx-trialing with a heavy dose of skepticism. It?s understandable. Oftentimes, long-term treatment is thrust upon patients without time to get comfortable. And sometimes, those patients have healthy fears over side effects. On the other side of the coin, many patients […]
May 28, 2015
Telling the Healthcare Story
Patient non-adherence is a serious public health concern. But three factors ? motivation, recall, and comprehension ? have been shown to yield the best results for combatting this issue. To leverage the power of these key influencers, brands should consider utilizing narrative communication methods. Specifically: Strategic, regulatory-compliant, patient-driven storytelling. Sometimes it?s striking how healthcare topics […]
By Paul O?Neill
May 28, 2015
The Pursuit of Wellbeing by Today?s Healthcare Consumer
Like Abraham Maslow?s famous quip about every problem looking like a nail if your only tool were a hammer, healthcare marketers have traditionally had an understandably narrow focus on the specifics of a disease state and how consumers engaged in related care. While this focus has repeatedly proven to be effective, one wonders if an […]
May 20, 2015
It Takes a Village: Inciting Call to Action with Disease Prevention Outreach Programs Through Theoretical Foundation
In her 1996 book It Takes a Village, current presidential candidate and former United States Senator, First Lady, and Secretary of State Hillary Rodham Clinton detailed her view that multiple determinants, such as community involvement, cultural/environmental influences and social interactions, contribute to how a child is raised. Similarly, inciting a consumer call to action with […]
May 20, 2015
What?s the Role of Disease Awareness in Search?
Most pharmaceutical marketers understand the importance of including search marketing in their media plans. Often the champion of the final click, a good paid search campaign contributes to the overall success of any advertising effort and connects your brand to active seekers within the marketplace. Unfortunately, advertisers often focus the majority of their attention on […]
May 20, 2015
Driving Disease Awareness, 1 Month at a Time
It?s pretty much impossible to count how many people in the world are afflicted with disease; there are simply too many diseases and too many people to count. And if you count the loved ones of those with diseases, then it?s safe to say that virtually everyone is affected by disease. Our global population of […]
May 20, 2015
Our Mission: Breaking the Cycle
Diabetes. Heart Disease. Obesity. These are three preventable conditions that millions of Americans are living with today. Is misinformation or lack of information the cause? Are they educated but lack motivation to take necessary precautions? Each day people make numerous decisions that have a tremendous impact on their overall health. As health industry marketers, our […]
May 20, 2015
Multitasking Their Lives: How to Support and Educate Patients Who Are Managing Multiple Diseases
Pharma marketers spend much time and effort developing and improving ways to support patients in their specific disease areas. This is important work. An estimated 150 million people are living with at least one chronic condition in 2015, and by 2030 the number is estimated to grow to 171 million.[1] However, this effort does not […]
By Bob Ehrlich
April 17, 2015
DTC in Perspective: The Pace of Media Change
I asked noted advertising critic Bob Garfield to speak at the DTC National last week. As usual Bob basically said media as we know it is dead and we are all missing the radical shift from mass to targeted advertising. In the Q&A, I told Bob that for our Industry the reality is that DTC […]
