Hensley Evans co-wrote this blog post with Sharon Suchotliff.
In our previous blog post, we shared three key trends that are driving direct-to-consumer marketing into a state of flux. These forces—the exit of big DTC spenders due to loss of exclusivity, specialty brands driving investment in TV only, and shifts in consumer behavior and marketing mix—are behind the 4.7% decline in spending that we saw between 2016 and 2017.
In an attempt to optimize the customer experience, many pharmaceutical companies today have developed tactics and content to engage their customers through a variety of channels, like email, telesales, mobile alerts, videos, etc. Typically, these tactics are deployed to market as soon as the medical and legal teams approve them. The objective is to capture the ROI from each tactic as quickly as possible. This approach often leads to tactics being deployed to customers in an uncoordinated fashion, producing a sub-optimal customer experience.