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US life expectancy continues historical decline.

World of DTC Marketing

years in 2019 to 76.99 In contrast, peer countries averaged a smaller decrease in life expectancy between 2019 and 2020 (0.57 Heart disease is the nation’s leading killer, and diabetes and obesity are twin epidemics, as rates of both have climbed in recent years. US life expectancy decreased from 78.86 years) and a 0.28-year

Doctors 176
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The fairytale of DTC TV ads

World of DTC Marketing

Using the same ads to advertise prescription drugs repeatedly is a waste of money and doesn’t lead to sales. According to a 2019 study from Kantar , a whopping 70 percent of consumers say they see the same ads over and over again. It’s not more T.V. Running T.V.

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DTC Marketers job just got harder

World of DTC Marketing

SUMMARY: Both emergency room visits and doctors’ visits are down by about half because people are putting off treatment for medical emergencies due to fears of contracting COVID-19. How is pharma going to get patients back into to ask their doctor about branded medications? This is especially true for undiagnosed patients.

Marketing 155
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Disruption in healthcare is coming

World of DTC Marketing

Between 2019 and 2021, Alphabet’s venture-capital arms, Google Ventures, and Gradient Ventures, and its private-equity unit, CapitalG, made about 100 deals, a quarter of Alphabet’s combined total, in life sciences and health care. Google launched itself into the wearables business in 2019 with a $2.1bn acquisition of Fitbit.

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HCP’s use of social media: the good and the not so good

World of DTC Marketing

HCPs are also connecting more than ever: one study showed that HCP posts about healthcare increased from 10% in 2013 to 50% in 2019. A leading pharma company recently sponsored a series of Q&A around the use of their new cancer drug. 33 Even now, nearly 70% of all HCPs are digital natives.

Media 294
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Biogen’s Alzheimer’s drug: What’s the price tag on hope?

World of DTC Marketing

Too many doctors, the data was still questionable. After aducanumab showed promise in 2016, Biogen launched two late-stage trials — then stopped them halfway through, in March 2019, when an analysis concluded the studies would not reach their goal of slowing cognitive and functional impairment in participants.

FDA 187
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Pharma’s reputational high will be short-lived

World of DTC Marketing

Big Pharma’s reputation has been down in the dumps for years, after a series of scandals involving Medicare fraud, improper payments to doctors, and poorly tested drugs that damaged health. For 2020, AbbVie’s handing its longtime CEO $24 million in total pay, up from 2019’s $21.6

Pharma 186