Credibility? We don't need no credibility !
Jun/12/2007 06:05 Filed in: Pharma
Business
One disturbing possibility is that Glaxo has designed tests that have the effect of meeting the company’s marketing objectives while minimizing risks. The F.D.A. may have allowed itself to be outmaneuvered, approving designs that won’t fully answer key safety questions.
Can
you blame them? What are people supposed to think
about big pharma? What type of track record does
the industry have? Which comes first, patients
safety or profits?
This is going to have a broad range effect on DTC advertising. DTC may be effective in communicating brand awareness but pharma marketers had better start believing that consumers are going to do a LOT of research before deciding on treatment options. Even the credibility with HCP's is starting to get tarnished as news stories about physicians taking money from drug companies to promote or talk about their products become more frequent.
Still that are a lot of DTC marketers who will shrug their shoulders and continue with DTC programs as if nothing has changed. They won't acknowledge consumers increased power and knowledge due to the Internet...they won't bother to listen to what consumers are saying about their product on BLOGS, CHAT ROOMS, or VLOGS. To them it's all about pushing a message to a mass audience and not worrying about the ROI of campaigns. You see data can be manipulated in so many ways.
This is going to have a broad range effect on DTC advertising. DTC may be effective in communicating brand awareness but pharma marketers had better start believing that consumers are going to do a LOT of research before deciding on treatment options. Even the credibility with HCP's is starting to get tarnished as news stories about physicians taking money from drug companies to promote or talk about their products become more frequent.
Still that are a lot of DTC marketers who will shrug their shoulders and continue with DTC programs as if nothing has changed. They won't acknowledge consumers increased power and knowledge due to the Internet...they won't bother to listen to what consumers are saying about their product on BLOGS, CHAT ROOMS, or VLOGS. To them it's all about pushing a message to a mass audience and not worrying about the ROI of campaigns. You see data can be manipulated in so many ways.
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