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eHealthInsight Series: The Changing Direct-to-Consumer Advertising Landscape
Datamonitor, Dec 2008, Pages: 95
Introduction
An effective DTC strategy can catapult a drug into blockbuster status. However, after a 10 year period of skyrocketing DTC budgets, Pharma is now opting for lower cost and more targeted approaches. Pharma faces tighter DTC regulations in the US, while in Europe there may be suggestions that DTC will be employed, but is this likely to work given the differences in culture and market?
Scope
- Analysis of a return on investment model for DTC advertising
- Case study analysis of DTC and disease awareness ads
- Overview of DTC regulation in the US
- Overview of patient communication for prescription drugs in Europe
Highlights
The more serious a disease, the more life threatening it is for the patient, as a result the patient is more empowered as it is keen to find out new potential treatments for the life-threatening condition. In this case, targeted media such as online tools are more suited as they can provide an educational platform and a great source of information.
If a drug is the only one on the market, unbranded advertising is good to raise awarenessfor example Lyrica adopted this strategy as it was first-to-marketin cases such as these, diagnosis is the limiting stage so unbranded advertising is beneficial to leverage this hurdle.
In the absence of direct DTC advertising, information provided online is of paramount importance. The strategic value of online tools for Europe is second to none: although traditional media can increase disease awareness to a wide audience, the internet can provide information to keen consumers.
Reasons to Purchase
- Utilize a return on investment model for a DTC advertising to understand how to make a campaign a success
- Identify the differences between advertising regulations in the US and Europe, and what changes are likely to happen in the near future
- Understand if recent DTC or disease awareness campaigns have been successful, and if not, why not
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