What the Changes in DTC Spending Mean for Pharma Companies

Posted by Sharon Suchotliff on Mon, Nov 12, 2018

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.


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Three Takeaways for Impactful Patient Marketing From Digital Pharma East

Posted by Greg Fry on Thu, Nov 01, 2018

As a member of the patient and consumer health team at ZS, I know that patients continue to expect easier access to better content. I was eager to hear how industry leaders were innovating to exceed those heightened expectations at the recent Digital Pharma East conference, which was held Oct. 16-19 in Philadelphia. 


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The Changing Landscape of DTC Marketing

Posted by Sharon Suchotliff on Thu, Oct 11, 2018

Hensley Evans co-wrote this blog post with Sharon Suchotliff. 

This time of year, many brands are deep into the annual brand planning cycle. By now, many of us have already read about the reported decline in DTC spend over the last two years: DTC investment declined 4.7% between 2016 and 2017, the first decline since 2011. Yet despite the overall decline, TV’s share of DTC spending continues to climb, accounting for more than 70% of DTC investment in 2017, and reaching an all-time high of $4.3 billion.* More than anything else, these shifts in DTC signal that direct-to-consumer spending is headed into a state of flux, with continued change and volatility expected in the coming years.


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Promotional Preferences: Are Pharma Sales Reps Listening to Doctors’ Cues?

Posted by Malcolm Sturgis on Thu, Apr 05, 2018

The opportunities to communicate with physicians and other key decision-makers in person has dwindled over the last decade, according to ZS’s AffinityMonitor™ and AccessMonitor™ reports, which study doctors’ true behaviors and their affinities for different promotional channels. Drilling down into particular specialties, we see a similar picture—and even more drastic declines. In oncology, for example, 24% of oncologists are “accessible” today, compared with the more than 90% of oncologists who met with most pharma reps in 2009. As a result, pharma companies have largely increased their reliance on digital promotion, but are pharma companies paying attention to doctors’ cues?


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