Interest and confidence in direct to consumer pharma marketing is waning in those territories that permit it as the healthcare consumers’ voice has become audible through social platforms. In the majority of geographies that do not permit DTC advertising, other approvable promotional methods have been challenged by our increasing reticence towards or active dislike of sales messaging, and our willingness to express our displeasure. Is this a function of the challenge to the supremacy of traditional, broad spectrum advertising that social poses, or is social a spur to the creation of messages specifically designed only to appeal to segments of a massively fragmented audience? Silence Media’s Lee Henshaw describes the utility of split testing and geo-targeting in advertising.
Via Alex Butler