Implications of headlines for DTC marketing

May/11/2007 05:34 Filed in: DTC Environment
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If DTC marketers don't feel that the recent rash of negative headlines (Oxy Cotin maker lied about addiction, J&J and Amgen possibly promoting higher dosing of medications) is going to effect their campaigns then they are living in a fantasy world. These stories are going to continue to chip away at the credibility of pharmaceutical companies to deliver relevant information to patients and cause more consumers to research all treatment options.


The headline in NBC News last night could not have been more dramatic: The maker of Oxicontin lied and has to pay a $600 million fine. The front page of Wednesday's New York Times details how doctors are making a lot of money by prescribing anemia drugs. Welcome to the world of information where everything is transparent. Unfortunately most DTC marketers will continue to live in their own world oblivious to the damage these headlines do to their campaigns. They believe that consumers can be "sold" and that we see something on TV and then go ask our doctor for that medication. Rumor has it that they also believe in the tooth fairy !

These headlines do have implications for DTC marketers regardless of what the polls or research say. With the current political climate, gas reaching $4.00 a gallon and a impending change at the Presidency consumers are going to be even more skeptical of anything that corporate America has to say. Here are some possible implications for marketers;

-Consumers are going to do a hell of a lot more research. They may not trust their physicians recommendations anymore if they believe the physician is motivated by drug industry dollars. Consumers will seek out more health information online with credibility of content being a key driver.

-New Products: Wait and see? Some patients may take a wait and see attitude on new products to ensure that they are indeed safe and effective. However patients may ask the FDA for speedy approval of new products that may extend life for potential fatal conditions such as cancer.

-Separate credible information from promotional information: Don't sell too hard let consumers make up their minds. Present the facts and let consumer be your jury.

-Be transparent: If their are issues surrounding your product admit it upfront and inform the public what YOU are doing to address these issues.

The power continues to shift from markers to consumers and as along as the pharma industry continues to screw up and is driven by corporate greed consumer will become more and more skeptical of marketers product claims.

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