Feb/27/2008 06:03 Filed in:
Current DTC
The news that Pfizer
pulled the Lipitor ads was not surprising to anyone
who was watching from the sidelines. Politicians, in
their infinite wisdom, decided that we were being
duped by Dr Jarvik because he wasn't licensed to
practice medicine in this country and used a double
for the rowing scene in the commercials. How many
people actually were swayed by Dr Jarvik is up to
debate but rumor has it that Congress is next going
to ensure that Sally Field is still a card carrying
member of the actors guild. Read
More...
Feb/27/2008 05:42 Filed in:
Internet
& DTC Marketing
A
new report from eMarketer should add fuel to the fire
about the influence of the Internet on health care
choices. It seems that people turn to the Web as
their primary information choice when deciding on
health care choices (DUH). Of course this will mean
little to DTC marketers who continue to ignore the
Web and focus more on push (old marketing) then
relevant dialogue with patients and customers.
Read
More...
Feb/26/2008 06:00 Filed in:
Regulatory
Environment
The Supreme Court is
hearing cases to determine if FDA approval of a drug
exempts drug companies from being sued by patients.
Of course companies that withhold data can still get
sued but otherwise patients would have no recourse
and a lot of trial lawyers would be out of work if
the Court sides with the FDA and drug industry.
Read
More...
Feb/25/2008 05:02 Filed in:
DTC
Environment
A
flood of drug safety warnings from the Food and Drug
Administration may have physicians and patients
suffocating from information saturation. Experts say
there are too many red flags for them to pay
attention so what's happening is that many people
have stopped taking their medications without
consulting their physician. The drug companies are to
blame along with the FDA that seems more intent in
pulling ads because a spokesperson is not a licensed
physician rather that come up with a system to
distribute credible information to patients.
Read
More...
Feb/23/2008 08:09 Filed in:
Regulatory
Environment
A
recent eMail from an industry trade magazine that is
all but in pharma's back pocket suggested that DTC
advertising may disappear with the changing political
landscape. The chances of that happening however are
about as much as DTC marketers actually understanding
the changing environment in which they market. There
is just too much at stake here and too much money
that changes hands thus lobbyists will ensure that
DTC advertising remains as part of the nightly news.
Read
More...
Feb/22/2008 06:20 Filed in:
Media
(TV)
Well the list of the
most recalled pharma TV ads is out and some DTC
marketers and agency people will be running to
management with a "look what we did" attitude. Only
the smart and seasoned executives however will ask
the tough questions of marketers like "what did it do
to share" and "now that we have a high awareness how
do we translate that into new Rx's"? Unfortunately
most marketers don't know how to take that awareness
and translate into new Rx's they feel that someone
will see the ad and go running to their doctor to ask
for an Rx. Notice to DTC marketers: that model
doesn't work anymore Read
More...
Feb/21/2008 03:29 Filed in:
Web 2.0 ?
Although it’s still
being defined, the recent phenomenon known as Health
2.0 is perhaps best described as "patient-empowered
health care." In the 21st century, people with
various health conditions can find valuable
resources, including social networks, online to help
them cope and make better informed decisions about
their care. The problem is that DTC marketers aren't
listening and continue to push non-credible
information to consumers. Read
More...
Feb/21/2008 03:24 Filed in:
DTC
Environment
Whether traditional
TV advertising has truly lost its power, marketers
and advertisers are already eager to find
alternatives. The Association of National Advertisers
and Forrester Research's fourth biennial TV and
Technology survey shows a dramatic loss of confidence
in the medium as the industry gears up to explore new
ad formats and forms of video commercials. Of course
when it comes to DTC marketers they want more money
for more TV in an effort to throw more garbage
against the fan. Read
More...
