DTC National Awards = worthless

Jun/20/2007 05:58 Filed in: Unless your the lead dog the view never changes
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Ahhh yes. That time of year when the DTC Perspectives issue arrives with the "Top 25 DTC Marketers" which surely has to be an oxymoron. This trade magazine is such a joke that nobody in the industry really takes it seriously. It's news is shallow and outdated and, judging from the list of the top 25 marketers, its selection criteria is based more upon relationships within the industry than what anyone has actually done, or has not done.



I was lucky enough when on the Cialis team to be the DTC Team of Year for DTC Perspectives. Then I learned that our ad agency had a "relationship" with the magazine and that our DTC Manager was on a self-promotional splurge to get recognition to stroke her ego. Then all the pieces fell into place and the award meant nothing to me. When brands like Allergen and companies like Amgen get DTC awards then I know these awards are about as worthless as a wooden nickel. At a time when there is so much bad DTC and when consumers have increased power few DTC marketers are willing to brave new channels or try new tactics to reach consumers. This also while spending on TV and print remains high and spending on the web continues to decline or stagnate for pharma.


Somewhere, someplace a DTC manager or director will step up and blaze new trails. They may fail but they should get the recognition because at least they had the courage to try new things, utilize new technology and understand what consumer enabled power is all about. You see it's not about awards or recognition but rather about knowing that you did something to both drive the brand message but more importantly let consumers know that they can live a more healthy life because of your product. DTC Awards? Thanks..I'll pass for now.
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