Making DTC more effective, an idea...

Apr/09/2007 02:22 Filed in: Current DTC
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What can we do to make DTC more effective? Well let's take a category where there is intense competition, cholesterol control. Lipitor of course is the market leader and is the first $10 billion product but lately others are trying to make some inroads against the market leader. Brands like Vytorin for example are using the POD that cholesterol comes from two sources the food you eat and your family history of high cholesterol. Here is what I believe could be a very effective campaign that would require pharma companies to become collaborators for the good of patients.


Click stream analysis of pharma product sites clearly show that people are comparing medications. They want to know how prescription drugs compare to each other in terms of effectiveness and side effects. Yet brand are not allowed to compare products unless they do head to head clinical studies. Now what if all the top brand in the high cholesterol market got together to take an important message to consumers who may have high cholesterol but are unaware of the dangers it could pose. They could sponsor a campaign to drive people to a common website where they could evaluate their risks but more importantly compare ALL the different medications. Oh my God you say ! Collaboration on a disease state website where consumers can easily compare medications? Now why would we do this?



Well for one thing if in fact the goal is to increase awareness of the dangers of high cholesterol than you need to grab the attention of the audience. Let them compare medications and make a decision with their health care professional that is in their best interest. Manufacturers could provide links to their individual product websites and even offer trial incentives all in one site. Imagine a customer focused site to provide answers to their questions and inform them of a potential silent killer....



Well here is my storyboard....



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