According to Media Post “clearly broadcast TV advertising is still the best medium to drive awareness quickly to the widest possible audience demographic when marketing an Rx drug in the United States” (Read "’Internet-Assisted’ TV Pharma Drug Advertising”; http://sco.lt/628ScT). They could not be more wrong and the author is naive about why when it comes to choosing TV over online.
According to a 2016 STAT-Harvard poll, only 7% of consumer respondents were motivated to talk to their physician about a prescription drug they saw on TV, down from 21% in 2015. The poll also indicated that 57% of U.S. adults support ending Rx drug TV advertising.
Why is pharma TV ad spending increasing by 21% this year, according to Kantar Media?
Because DTC marketers don’t know any better might be the best answer.
TV is easier to do than Internet marketing. With TV you develop a creative brief, film a spot, develop a media plan and then say “look what I did!”. Online marketing, especially today, requires more thought, development and dollars. DTC marketers are in love with TV; they always have been and always will be because that’s where fame and glory are.
I continue to hear about clients who biggest part of the budget pie is TV. Some of the blame belongs to their agencies who direct them towards TV, but a lot of blame belongs to inexperienced DTC marketers who just don’t get it.