Did Pharma Really Spend $3 Billion on Internet Advertising in 2015?
According to FiercePharma Marketing, "Digital ad spending last year was just shy of $60 billion, with pharma accounting for about $3 billion of that, according to the Interactive Advertising Bureau’s annual ad revenue report prepared by PricewaterhouseCoopers" (read "Mobile Ad Spending Up, But Pharma's Share Remains Small"). Here's the data from IAB/PWC from which this conclusion was drawn:Click on image for an enlarged view.Without looking at the devil in the details, you might be impressed by that number considering that according to Kantar Media, pharma industry spending on direct-to-consum...
Source: Pharma Marketing Blog - April 27, 2016 Category: Pharmaceuticals Tags: Digital IAB Media Mix PwC Source Type: blogs
The 3 D's of Digital Pharma Marketing: Discover, Design, Deliver
The Wharton School, Google and McKinsey & Company have teamed up to write a new e-book entitled Pharma 3D: Rewriting the script for marketing in the digital age, which you can download here.The book notes that while the world has experienced an "explosion of health-oriented digital activity," there has been a simultaneous decline in pharma growth."This new reality has many implications for the pharmaceutical industry overall, particularly for commercial strategies," say the authors."Historic mixes of advertising in traditional media combined with heavy salesforce coverage and 'push' m...
Source: Pharma Marketing Blog - April 27, 2016 Category: Pharmaceuticals Tags: digital IQ Digital Pharma marketing mix McKinsey Pharma 3D TV Source Type: blogs
The 3 D's of Digital Pharma Marketing: Discover, Design, Deliver
< div class= " separator " style= " clear: both; text-align: center; " > < a href= " https://4.bp.blogspot.com/-_WhZz8_WC10/VyCe_P0lQ1I/AAAAAAAAIqU/RyCk5gkiNPgeq4utp89QUZtLpT7bBk5IACLcB/s1600/Pharma3D-Logo.jpg " imageanchor= " 1 " style= " clear: left; float: left; margin-bottom: 1em; margin-right: 1em; " > < img border= " 0 " height= " 293 " src= " https://4.bp.blogspot.com/-_WhZz8_WC10/VyCe_P0lQ1I/AAAAAAAAIqU/RyCk5gkiNPgeq4utp89QUZtLpT7bBk5IACLcB/s320/Pharma3D-Logo.jpg " width= " 320 " > < /a > < /div > The Wharton School, Google and McKinsey & amp; Company have teamed up to write a new e-book entitled < i > Pharma...
Source: Pharma Marketing Blog - April 27, 2016 Category: Pharmaceuticals Tags: digital IQ Digital Pharma marketing mix McKinsey Pharma 3D TV Source Type: blogs
[FREE WEBINAR] From Multichannel to Omnichannel with a Unified Global Identity with Janrain
In today's highly competitive pharmaceutical industry, marketing success relies on the ability to reach verified healthcare providers and allow them easy access to content - on any device, anywhere, anytime. Pharma brands also need to manage consumer identities securely, ensuring users have defined access to content. Webinar Details:___________________ Thursday, May 5, 2016 Time: 1:00 PM EDT Duration: 1 hourHosts: ePharma and Janrain Webinar Cost: Free Register for the webinar here___________________Join this session to learn more about: • How you can manage both HCPs and consumer identities in c...
Source: ePharma Summit - April 26, 2016 Category: Pharmaceuticals Tags: Digital Health ePharma Healthcare marketing Jamie Beckland Janrain pharma social media pharmaceutical marketing webinar Source Type: blogs
"Desperate Turds" Print Ad Added to Gallery of Drug Advertising Mascots
Are you constipated? Well, if it's caused by your opioid pain medication, you might need prescription Movantik (read "Cam Newton Was Not the Only One 'Blocked' During Super Bowl 50").But if it's just run of the mill "occasional constipation," you might try an over-the-counter product such as Dulcolax Laxative by Boehringer Ingelheim.I recently came across a Dulcolax print ad, which ran in Singapore newspapers and bus shelters and which was on a 2014 shortlist under the outdoor category at Lions Health (read "Pharma Advertising is So Bad It Has No Big Winner at Cannes Lions Health ...
Source: Pharma Marketing Blog - April 25, 2016 Category: Pharmaceuticals Tags: Boehringer Ingelheim DTC Advertising Dulcolax Mascots OTC Source Type: blogs
" Desperate Turds " Print Ad Added to Gallery of Drug Advertising Mascots
Are you constipated? Well, if it & #39;s caused by your opioid pain medication, you might need prescription Movantik (read & quot; < a href= " http://sco.lt/8sKbJ3 " > Cam Newton Was Not the Only One & #39;Blocked & #39; During Super Bowl 50 < /a > & quot;).But if it & #39;s just run of the mill & quot;occasional constipation, & quot; you might try an over-the-counter product such as Dulcolax Laxative by Boehringer Ingelheim. < br > < br > I recently came across a Dulcolax print ad, which ran in Singapore newspapers and bus shelters and which was on a 2014 shortlist under the outdoor category at Lions Health (read & quot...
Source: Pharma Marketing Blog - April 25, 2016 Category: Pharmaceuticals Tags: Boehringer Ingelheim DTC Advertising Dulcolax Mascots OTC Source Type: blogs
PhRMA Intern Retrospective: Drug News Stories
Principle #14 of the final version of PhRMA’s Guiding Principles on Direct to Consumer Advertising about Prescription Medicines, which applies to both TV and print DTC ads, states in part: "DTC television and print advertising should be designed to achieve a balanced presentation of both the benefits and the risks associated with the advertised prescription medicine. Specifically, risks and safety information, including the substance of relevant boxed warnings, should be presented with reasonably comparable prominence to the benefit information, in a clear, conspicuous and neutral manner, and without distraction fr...
Source: Pharma Marketing Blog - April 23, 2016 Category: Pharmaceuticals Tags: PhRMA PhRMA Guidelines PhRMA Intern press relations Source Type: blogs
Pfizer May Own Your Penis, But Allergan, Maker of Botox & Kybella, Owns Your Face
Allergan is beginning an aggressive sales blitz for Kybella, the first injectable treatment for what the medical industry terms “submental fat.”The first stage of the "blitz" is focused on dermatologists, the specialist physicians most likely to profit greatly from the use of Kybella by focusing on women. If you do an image search on "Kybella" you'll find many images like the ones shown here currently being used by dermatologists in their online marketing (click on the collage for an enlarged view).The images are undoubtedly supplied by Allergen to its physician clients. All are of about the sam...
Source: Pharma Marketing Blog - April 22, 2016 Category: Pharmaceuticals Tags: Allergan Botox Kybella Pfizer Viagra Source Type: blogs
Pfizer May Own Your Penis, But Allergan, Maker of Botox & Kybella, Owns Your Face
< div class= " separator " style= " clear: both; text-align: center; " > < a href= " https://2.bp.blogspot.com/-cFbqTG9f_y0/VxopRxCKeSI/AAAAAAAAIps/djqCdyo8LhcG-19D81-XnCQTMwiVQuucgCLcB/s1600/Kybella-Montage.jpg " imageanchor= " 1 " style= " clear: left; float: left; margin-bottom: 1em; margin-right: 1em; " > < img border= " 0 " height= " 400 " src= " https://2.bp.blogspot.com/-cFbqTG9f_y0/VxopRxCKeSI/AAAAAAAAIps/djqCdyo8LhcG-19D81-XnCQTMwiVQuucgCLcB/s400/Kybella-Montage.jpg " width= " 185 " > < /a > < /div > Allergan is beginning an aggressive sales blitz for Kybella, the first injectable treatment for what the medi...
Source: Pharma Marketing Blog - April 22, 2016 Category: Pharmaceuticals Tags: Allergan Botox Kybella Pfizer Viagra Source Type: blogs
Gamification Pointsification Pontification
“Gamification has a perennial presence at health tech conferences, but never seems to take central stage,” noted Jonah Comstock on mobilehealthnews (see here).Gamification is also a buzzword often heard at pharma industry conferences (see here). Not only hasn't gamification taken "center stage" in the pharmaceutical industry, it is, IMHO, at the trough of disillusionment of the Gartner hype cycle (read "Is Pharma Gamification Dead in the Water?").One way that Comstock cited to “prod along” gamification is through “pointsification”, or “apps where the only game-like strategy is the use ...
Source: Pharma Marketing Blog - April 20, 2016 Category: Pharmaceuticals Tags: gamification Source Type: blogs
Want to Know Which Fed Laws Apply to Your mHealth App? HHS Has an App for That!
I found this HHS Interactive Tool on the FTC website here. Developing an mHealth App? Want to Know Which Federal Laws Apply? Use This HHS Interactive ToolI used this tool thinking of a few pharma mHealth apps I have seen. To see the results of that exercise, click on "Read more".Read more » (Source: Pharma Marketing Blog)
Source: Pharma Marketing Blog - April 16, 2016 Category: Pharmaceuticals Tags: FDA FTC mHealth mobile medical app Source Type: blogs
Another Dark Disease Awareness Youtube Video from Boehringer
Boehringer Ingelheim (BI) is leading the pharma industry in posting disease awareness videos on Youtube. Several focus on cardio-respiratory conditions such ad COPD. See, for example, "2 SIDES OF LIVING WITH COPD," which I said "Tugs at Heart Strings, Then Scares the Bejeezus Out of Us! Is it necessary to pull at our heart strings and then bring us down with scary death mask-like imagery?"Well, if you thought that video was scary, you might "shi* your pants" watching "How does it feel to live with IPF?", which is an even scarier disease awareness video from BI.IPF is shorthand for Id...
Source: Pharma Marketing Blog - April 15, 2016 Category: Pharmaceuticals Tags: Boehringer Ingelheim IPF OFEV YouTube Source Type: blogs
Prescription Compliance at the ePharma Summit 2016
Last month, I attended the Institute for International Research’s (IIR) ePharma Summit in New York City. Managing communications for prescription discount card provider Watertree Health and having a background in technology and business, I was most interested in the disruptive health technology showcase and innovations challenge. One company’s presentation stood out in particular because of its mission to make prescription compliance easier: on-demand prescription delivery platform, Zipdrug, which has been featured in TechCrunch, Drug Store News and Crains New York.IIR invited Zi...
Source: ePharma Summit - April 14, 2016 Category: Pharmaceuticals Tags: #ePharma16 ePharma 2016 ePharma Summit ePharma Summit 2016 Health care medication nonadherence pharma marketing prescription compliance Telemedicine zipdrug Source Type: blogs
Explaining The Technical Side of Healthcare in Marketing
Marketing new healthcare technologies to clients who may lack the technical background needed to understand a product can often be a challenging undertaking. Providing a short primer that details the technical nature of a product and having additional answers and educational resources at the ready can often provide more effective results than bombarding leads and clients with more information than they may be able to process. Concentrating on the potential benefits and advantages a product is able to provide makes it much easier to handle the technical side of medical technology, systems and resources. Marketing Systems D...
Source: ePharma Summit - April 11, 2016 Category: Pharmaceuticals Tags: Healthcare marketing healthcare products Healthcare technology technical side of healthcare Source Type: blogs
Behavior Change Driving Digital Health is Bubbling Up from the Bottom
This week marks one month since ePharma Summit 2016 opened and closed. It’s a good time to reflect on a final takeaway from the conference and close my notebook.Clearly, there is more grand thinking about the future and emphasis on the promise of digital health at this point than in the celebration of successes. But that isn’t to say there aren’t a few current successes and some projects underway that will start to bear fruit even as I write this.The most important aspect of digital health that I learned at the ePharma Summit was that patients are truly at the center of any advances in the use of healthcare technolog...
Source: ePharma Summit - April 3, 2016 Category: Pharmaceuticals Tags: #ePharma16 cancer patients Digital Health Digital Pharma Marketing ePharma Summit ePharma Summit 2016 Healthcare technology Matthew Zachary patient centricity Pharma Content Marketing Stupid Cancer Source Type: blogs
