Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Which Marketing Channels Have the Best ROI Measurability?

Which Marketing Channels Have the Best ROI Measurability? | Pharmaguy's Insights Into Drug Industry News | Scoop.it
Metrics & ROI - Executives say email and search are the two marketing channels for which it is easiest to measure return on investment (ROI), according to recent research from Millward Brown.
Via Brian Yanish - MarketingHits.com
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Digital Abilify for Improving Adherence. Is it a Solution for a Non-Problem?

Digital Abilify for Improving Adherence. Is it a Solution for a Non-Problem? | Pharmaguy's Insights Into Drug Industry News | Scoop.it
Is this technology really the best fit for patients who are mentally ill?


GETTING PEOPLE TO take their pills is hard, especially with mental illnesses like schizophrenia and bipolar disorder. But to use the language of techno-optimism: “There’s an app for that!”


No, really. This month, the Food and Drug Administration accepted an application to evaluate a new drug-sensor-app system that tracks when a pill’s been taken. The app comes connected to a Band Aid-like sensor, worn on the body, that knows when a tiny chip hidden inside a pill is swallowed—so if patients aren’t keeping up with their meds, the program can alert their doctors.


The drug here is Abilify, a popular antipsychotic from the pharmaceutical giant Otsuka, and the sensor and the app come from Proteus Digital Health, a California-based health technology company. The FDA has already approved the drug and the sensor system separately—now, they’ll be evaluated together under a whole new category of “digital medicines.” If approved, the ingestible sensor can actually be used in the pill.


Their sensor is primarily aimed at people who want to take their meds but forget. Taking a pill every day is a hassle, which can get in the way of adherence, and the drugs can have side effects that can be more than minor. 

Pharma Guy's insight:

A whopping 93% of physicians feel that "worry about side effects" was a moderate or significant reason for non-adherence (see here).


IMHO, To improve adherence drug companies should change THEIR behavior - such as focusing more on creating drugs with fewer side effects.

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Study: Pharmaceutical Online Advertising Has Highest Viewability Rates of Any Industry

Study: Pharmaceutical Online Advertising Has Highest Viewability Rates of Any Industry | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Across a study of billions of pharmaceutical advertising impressions spanning over 15 brands, 51 percent of the ads were viewable*. Out of the ten industries comScore benchmarked, pharmaceutical advertising impressions had the highest viewability rates.


Also, this year's study shows that site visitation to a branded pharmaceutical site continues to provide sizeable lifts in both brand awareness and favorability. The most recent benchmarks show that site visitation influences both new patient starts and adherence or refills. For prospects, branded website visitation drove a 9.4-point lift above control in new patient starts compared to those in the control group, and there was a 14.7-point lift above control in prescription refill activity among patients who had recently visited a branded website.  

Pharma Guy's insight:


Given these data, how much money does pharma spend on online DTC advertising? There's no good data for that, especially with regard to drug.com sites.


When it comes to digital IQ, some brands are geniuses and some are feeble-minded idiots, according to the "L2 Digital IQ Index" for pharmaceutical brands, a first-of-its kind measurement of the digital competence of 51 pharma brands across eight therapeutic categories. For more on that, read this Pharma Marketing News article: Is Your Brand a Digital Genius or a Feeble-Minded Idiot?

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Advertising Expert Says #Pharma Needs to Up Its Spending on Digital to Compliment Its TV Spend

Advertising Expert Says #Pharma Needs to Up Its Spending on Digital to Compliment Its TV Spend | Pharmaguy's Insights Into Drug Industry News | Scoop.it

"If you're only buying television, you should buy television plus digital which will actually create an exponential effect," Gayle Fuguitt, CEO of the Advertising Research Foundation, said, adding, "If you look at how fast consumers' consumption of advertising across all these platforms has changed, the fact that advertising spending is only increasing 4% (annually) isn't really keeping up with the pace of change of consumer consumption."

 

"For lower involvement categories like CPG, there is a pretty set standard response to social media. But what we find that in terms of search or social media--not banner ads, but more engaging communications--consumers spend much more time in categories like pharma, financial services, health and wellness and entertainment," Fuguitt said, adding, "What that leads to is a much higher ROI for those industries in certain formats in online media."

 

Well-targeted and carefully planned media buying was found to be important, as Fuguitt noted in the 60% ROI gain for good buys. While adding more advertising platforms was found to be definitively more effective, simply placing more of the same ads--that is, just increasing frequency--had the opposite effect.

Pharma Guy's insight:

Pharma spending on direct-to-consumer (DTC) advertising in the U.S. totaled $5.2 billion in 2015 compared to $4.3 billion in 2014 -- a 15% increase. Nearly 70% of that was spent on TV. Read "TV DTC Advertising Is Not Dead Yet!"; http://sco.lt/701QtF 

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Sunnie Southern's curator insight, March 22, 2016 5:03 PM

Pharma spending on direct-to-consumer (DTC) advertising in the U.S. totaled $5.2 billion in 2015 compared to $4.3 billion in 2014 -- a 15% increase. Nearly 70% of that was spent on TV. Read "TV DTC Advertising Is Not Dead Yet!"; http://sco.lt/701QtF ;

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Digital Pharma Marketing: Is the Industry Paying Enough Attention to Mobile?

Digital Pharma Marketing: Is the Industry Paying Enough Attention to Mobile? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC.  For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy.

Pharma Guy's insight:


All the more reason why FDA needs to provide Rx drug promotion guidelines specific for mobile devices.


Read:

FDA's Social Media Guidance Webinar: A Third Guidance Needed for Mobile Devices?
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