Subscribe by Email

About the Blog

The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

Search by Topic

see all

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.

Read More

Topics: Specialty Drugs, Point of Care, digital marketing, DTC, consumer behavior, pharma marketing, pharma brands, direct-to-consumer ads, direct-to-consumer marketing, brand planning, marketing mix, TV advertising

How Health Care and Wellness Companies are Capitalizing on the Rapidly Growing Point of Care Communication Channel

Posted by Jinan Martini on Tue, Dec 16, 2014

It’s perhaps no surprise that many health-care marketers have been paying significant attention to point of care (POC) communications in recent years. The reason is simple: these messages at the doctor’s office waiting room, pharmacy and hospital have proven to be effective.

Read More

Topics: Health Care, Point of Care, Jinan Martini, POC, Pharmaceutical Companies, health plans

Subscribe to The Active Ingredient


Subscribe to receive email notifications whenever new blog posts are published.