What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient.
EXECUTIVE VICE PRESIDENT | DUDNYK
What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient. Perhaps the actual creative content could more accurately reflect life and what patients face, both from a medical and financial standpoint.
Frank X. Powers
I expect that the recent FDA rebuke will result in an increase in unbranded promotions and programs; more focused on disease and condition education rather than just brand awareness. This is good news for both patients and healthcare professionals, who will find better tools and resources to assist them in successful treatment outcomes. This presents a terrific opportunity for pharmaceutical marketers to leverage digital for its greatest strengths—the ability to truly engage consumers with deeper, more valuable content than they can provide through other promotional channels. Think of promotions like Wyeth's KnowMenopause.com or Novartis' AskAboutIron.com. Ideally, pharma marketers will integrate digital educational tools into a multi-touchpoint approach, building brand awareness through broadcast and print, while providing valuable educational resources through digital, both online as well as in the office.
The Weight-Loss Gold Rush: Legal and Regulatory Implications
July 11th 2024Jim Shehan, chair of the FDA Regulatory practice, Lowenstein Sandler, discusses how the FDA and other regulators likely to respond to the increased public interest and potential off-label use of GLP-1 drugs, what needs to be done for GLP-1s to be covered, advice for investors and financiers considering entering the weight-loss medication market and more.
Healthcare Marketing Strategies for Reaching Diverse Audiences
May 14th 2024Amanda Powers-Han, Chief Marketing Officer, Greater Than One, and Pharmaceutical Executive Editorial Advisory Board member, discusses how improved DE&I in healthcare marketing strategies can not only reach diverse audiences more effectively but also contribute to improved patient care outcomes, challenges faced in crafting culturally sensitive messages, and much more.