Jun/09/2008 03:18
There is a lot of
great information on the Web concerning social media
demographics but don’t take the data for face value
unless you can look social media through your
audiences eyes. The most recent information comes by
way of eMarketer which posted demographics of baby
boomers who use social media. A DTC marketer may look
at this data and validation of not addressing this
channel but that would be a huge mistake.
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May/29/2008 05:05
In
2007 Jim Stengel, P&G’s global chief marketing
officer declared an end of “telling and selling”.
This was an acknowledgement of generation i and the
era of consumer participation. It is a shift from
“informing, persuading and reminding” to
“demonstrating, involving and
empowering”. It is a belief that
consumers are more empowered when it comes to
healthcare choices and an understanding that unless
we change how we market to consumers DTC ads will die
a slow death. Read
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May/26/2008 05:40
"You all suck. Now
do something about it !" This is a quote from
Joseph Jaffe a New Media Guru
and it is more relevant today than ever before.
Never has so much money been spent of worthless,
ineffective DTC advertising while ignoring the
relevance of the Internet and empowered patients.
When will DTC marketers realize this and start
implementing initiatives that engage rather than
push information to consumers? Read
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May/21/2008 06:06
While most DTC
marketers continue to sit on the sidelines while
social media increases in relevancy there are more
and more tools that are becoming available to ride
the "buzz" factor on the Web and they are measurable
and often easy to implement. Read
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Apr/29/2008 03:12
It
never fails..DTC marketers get up in front of other
DTC marketer and present Power Point slides on how
their programs provided for a positive ROI. They get
applause from the audience and then the next person
gets up and presents more data that, in all
likelihood, does not tell the story and continues to
ignore the fact that mass media is dead and consumers
now have all the power. Read
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Apr/18/2008 05:27
A
proposal in Congress that drug ads contain a phone
number that consumers can call to make complaints to
the Food and Drug Administration is being floated
around. Can you imagine the costs this would add to
the FDA not to mention the headaches of formalizing a
complaint protocol. There is a much easier way to
collect this information by simply following a good
customer CRM program on the Internet.
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