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

Blockbuster Drug Boycott? What ESI’s Sovaldi Threat Means to Big Pharma

Posted by Bill Coyle on Wed, Apr 23, 2014

Pharmacy benefit manager Express Scripts (ESI) recently threatened to form a coalition of customers and network members that would drop coverage of Gilead’s much-heralded, yet costly hepatitis C drug Sovaldi once viable competition arises. ESI’s announcement sparked conversations throughout the U.S. pharma industry, especially among companies coming to market with specialty drugs in the next one to two years, namely:

Read More

Topics: Bill Coyle, Big Pharma, Specialty Drugs, pharmaceutical industry, Pharma, Pharma Industry

Subscribe to The Active Ingredient


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