DTC 360

DTC Marketing Under Attack
By Richard Meyer

I have been in DTC marketing for over 10 years now, and I don’t know of any other time in history when one industry has been under attack on so many fronts.

Patients are empowered because of the Internet and having a bigger say on their healthcare treatments. Congress wants to limit DTC advertising of new products, and one Congressman has even proposed legislation to eliminate TV ads for ED products during prime time. Payers want proof that branded products provide better outcomes than generic drugs do, and a lot of big drugs are due to come off patent soon. There is no doubt that pharma, biotech, and medical device CEOs are earning their paychecks these days.

With anemic sales projected this year for the pharmaceutical industry, a lot of organizations are starting to implement layoffs and budget cuts. DTC advertising is projected to be down by as much as 30% this year versus last year, and this author is wondering if management is now in the process of evaluating the value of DTC marketing to the organization.

Empowering Patients
At its best, DTC marketing can educate and inform people about potential health problems that can be treated if consumers go to their physicians before their quality of life is affected and they require more extensive care. Critics of DTC advertising insist that it drives consumers into physicians’ offices asking for medications they don’t need, but this view is myopic. Patients today are more likely to learn about health conditions from DTC marketing efforts. Once awareness starts to build, they often go online to research health conditions before deciding to ask for the medication from their physicians. Research suggests that for the majority of patients, the physician is still the “gatekeeper” in determining if a medication is right for the patient. Those that suggest DTC ads drive people into doctors asking for medications they don’t need ignore these patient behaviors.

Creating Public Awareness
In order for any new product to succeed in the marketplace, people need to be aware of that product and DTC marketing is a key driver of health and product awareness. While a lot of marketers are switching dollars to online marketing and social media, pharma seems reluctant to embrace digital media because it is a gray area.

Two months ago DDMAC sent out warning letters to pharma for paid search, and there really have not been any guidelines issued for new media evolution. DDMAC has not done a good job keeping up on new media and, more important, how patients and consumers use new media to learn about health treatment options, including prescription drugs and medical devices. Most pharma organizations are risk averse and reluctant to take that first step into new media because the risk analysis fails to show the true reward of customer and patient engagement.

I believe DTC marketing can educate and inform a public overwhelmed with information and help people live more productive lives. Yes, the objective of DTC marketing is to sell product, but good medicine leads to good business, and consumers who are willing to take proactive steps to manage their health now will have a better quality of life later and be less of a burden on a healthcare system that’s looking to reduce costs.

Richard Meyer is President of Online Strategic Solutions (www.onlinestrategicsolutions.com), an Internet consulting company. He has worked in healthcare marketing for more than 12 years, and writes at www.worldofdtcmarketing.com and www.richsblog.com. He welcomes comments at richardameyer@me.com.

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