Programmatic advertising, the automation of media buying and selling using technology and data for hyper-targeting, is one of the ad worlds? hottest trends. Research firm eMarketer recently estimated that digital display ads bought programmatically in the US grew 137% to more than $10 billion in 2014, and now account for 45% of all display ad […]
Tag Archives | dtc marketing
By Ashik Desai
February 18, 2015
The Pharma Marketers’ Innovator?s Dilemma
Why innovate? It?s a question frequently asked by many pharmaceutical marketers. From a campaign development perspective, innovation is seen as a way to break through the clutter in order to set new benchmarks for success. Unfortunately, in the process, it?s easy to just innovate for innovation sake, and implement the latest thing without regard to […]
By Chris Tuleya
February 18, 2015
Can DTC Marketers Develop Digital Content Interesting Enough to Hold the Attention of Patients?
The strategic role of content marketing in DTC campaigns is a hotly debated topic. While many industries have shifted their focus to building content that is authentic, educational and even whimsical in the hopes of building a rapport with patients, the healthcare industry is still finding its voice. Brands leading discussions can be perceived as […]
By Katie Rogin
February 18, 2015
A Generational Approach to DTC Creative
Direct-to-consumer marketing efforts for many prescription drug brands rely not just on appropriate clinical targeting but on creative executions that are emotionally relevant and resonate deeply with appropriate patients. That creative, whether it?s a television or a print ad or a website or a brochure, needs to be grounded in a big creative idea that […]
By Todd Kolm
January 20, 2015
Patient Influencers are the Night Vision Goggles for DTC Marketers
No matter the preparation, resources or rigor applied, there is often an element of marketing that is done in the dark. Even in today?s data-rich, hyper-connected world there is a degree of guesswork resident in the process. Don?t get me wrong, the marketers making these educated guesses are bright people who get it right a […]
By Bob Ehrlich
February 4, 2014
Remembering Lipitor – BBC Story To Profile Its Success
The United Kingdom?s BBC is airing a documentary later this year on consumer cultural changes using several iconic brands as representing those shifts. One of those brands they chose to profile is Lipitor. I was asked to appear on that program to discuss the consumer launch of Lipitor. I was proud to do it, not […]
