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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Discussing Patient Centricity’s Challenges and Opportunities

Posted by Pratap Khedkar on Wed, Jun 21, 2017

In my last blog post, I used the pharmaceutical industry’s quest for patient centricity as a jumping-off point to discuss how pharma companies need to focus on customer centricity, rethinking their commercial strategies to better address their many stakeholders in the evolving healthcare ecosystem. But since patients’ wellness is the pharmaceutical industry’s reason for being, patient centricity should remain pharma’s North Star. 


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Banning Direct-to-Consumer Drug Ads Won’t Solve Americans’ Health Problems

Posted by Hensley Evans on Mon, Nov 30, 2015

Last week, the American Medical Association called for a ban on direct-to-consumer advertising—commonly known as DTC—of prescription drugs and medical devices, citing a concern that this marketing plays a part in fueling escalating drug prices. I started seeing inquiries from colleagues and clients in my in-box, asking what I thought about the new policy and its implications for pharmaceutical marketing.


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