2021

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Blaming the anti-vaxxers is not the answer

World of DTC Marketing

SUMMARY: Anti-vaxxers are vocal, and the media amplify their voices. There are many reasons why people aren’t getting vaccinated. We need more data to understand why. Republican extremism is part of the problem, but so is the lack of education. Pharma companies should ensure that product content also contains health information to address chronic conditions.

Media 319
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Overcoming The Virtual Engagement Trap of Remote Selling

Integrity Solutions

Virtual Engagement For Remote Selling. Remote Selling Success Starts Before The Call Even Begins. By Bruce Wedderburn. What is the ‘digital disconnect’ and how effectively are you dealing with it? While salespeople across industries are settling in to a world of hybrid and remote sales , most are still working to adapt to the nuances and variables that can affect success in a virtual selling environment.

Sales 138
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Highly Cited Researchers 2021: How nations and institutions foster exceptional performance

Clarivate

Today we unveil our annual list of Highly Cited Researchers. We congratulate some 6,600 scientists and social scientists for demonstrating significant influence among their peers in their chosen field (or fields) through the publication of multiple highly cited papers during the last decade. These highly cited papers rank in the top 1% by citations for field and year from 2010 – 2020.

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2022 Predictions From the Front-Lines of Pharma Digital Advertising

Pharma Marketing Network

The pharma industry has been slower to embrace digital technologies than other less-regulated sectors but the COVID-19 pandemic has greatly changed this long-standing mindset. In 2020 and 2021, we saw pharma forced to become more flexible and open-minded than ever before. In this article, R.J. Lewis, Founder & CEO of eHealthcare Solutions and Tap Native, offers his top ten predictions for what’s ahead for pharma in 2022.

Pharma 105
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Roles and Responsibilities of Specialized Clinical Supply Experts

When selecting a clinical supply provider, consideration often focuses upon the manufacturing, packaging, storage and distribution capabilities available that will, at face-value, be sufficient to meet the needs of the sponsor and their trial. However, there are human-based and knowledge-driven factors that are often overlooked that go beyond these basic physical capabilities and are integral to the development and delivery of high performing clinical supply chains.

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Verifiable Credentials: Fostering the Trust Revolution With Direct, One-to-One Relationships

Salesforce

People’s trust in institutions, governments , and the media is at historic lows. While identity theft and digital fraud are at an all-time high. In this atmosphere, people want more control and protection over their digital identity, and organizations want more accurate, secure, and consensual methods of verifying stakeholder information. How can a mortgage company, for example, verify an applicant’s financial credentials while respecting their desire to keep some data private ?

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Healthcare Marketing to Seniors: How to Create and Distribute on-Target Messaging

Healthcare Success

Is your “marketing to seniors” an audience turn-off? Are you inadvertently alienating the mature audience that you want to attract? Many people get genuinely upset—insulted, really—for a simple reason. This audience doesn’t like being included in the advertiser’s image of a “mature audience.” It seems to portray them as nearly over-the-hill, which is strongly contrary to their younger self-image.

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HCPs use of digital

World of DTC Marketing

SUMMARY: 62% of HCPs spend 3 hours per day accessing digtal resources. More HCPs chose to use smartphones to access digital resources as well and usage has increased when accessing a wide variety of professional content. HCPs increasingly turn to trusted colleagues on digital networks for reliable information. Source: Build Relationships and Personalize Your Interactions With HCPs (Wolters Kluwer).

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Is it time for vaccination mandates?

World of DTC Marketing

SUMMARY: 99 percent of covid-19 deaths in June were among the unvaccinated. 29 percent of Americans said they were unlikely to get vaccinated — up from 24 percent three months earlier. Most workers do not want their own employer to require vaccination, including the vast majority of unvaccinated workers (92%). The authority of state governments to mandate vaccinations is clear — it goes all the way back to a 1905 Supreme Court case.

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Is pharma hiring the right people?

World of DTC Marketing

SUMMARY: Older, more experienced employees are being shoved aside in favor of more inexperienced ones. The culture within pharma is driving people away, including new hires. More and more meetings are based on ROI, not the voice of the patient. Don’t hire people who want big salaries; hire people who want to be part of an industry that helps patients.

Pharma 309
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America’s healthcare costs are in deep crisis

World of DTC Marketing

SUMMARY: The media loves to blame pharma companies for high healthcare costs, but unless we start to invest in healthy lifestyles, we’re headed for a healthcare crisis the likes of which we have never experienced. The media have targeted pharmaceutical companies for a long time because sensational headlines lead to clicks. Forget the fact that prescription drugs only account for $.10 of every healthcare dollar spent and that hospital chains are raking in cash with PBM’s and insurers

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How Machine Learning Drives Clinical Trial Efficiency

Clinical trial data management is increasingly challenging as studies grow in complexity. Quickly accessing and analyzing study data is vital for assessing trial progress and patient safety. In this paper, we explore real-time data access and analysis for proactive study management. We investigate using adverse event (AE) data to monitor safety and discuss a clinical analytics platform that supports collaboration and data review workflows.

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COVID-19: Some ignored facts

World of DTC Marketing

QUICK THOUGHT: People believe the COVID-19 vaccine was developed in less than a year but that’s not true. Coronaviruses were first encountered in April 1930, when a strange respiratory disease ravaged poultry farms across North Dakota and Minnesota, killing tens of thousands of baby birds. Further scientific research into the virus and recognition that it was not like influenza A, a flu virus known to cause bronchitis, would transpire over the next 30 years. .

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There is some really bad DTC on TV

World of DTC Marketing

SUMMARY: TV continues to be the dominant channel for DTC advertising. Some of the TV spots for drugs are horrible, and some products should even be on TV because of terrible fair balance. TV ads only drive awareness as the first step for online health seekers. More conversations are happening on social media, and pharma seems to be immune to the conversations.

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

World of DTC Marketing

SUMMARY: A survey of more than 4,000 physicians showed that virtually every physician uses social media for personal reasons, while two-thirds use it for professional reasons. 86% of diagnostic device companies, 65% of pharma marketers, and over half of biotechs use social as a critical part of their marketing mix to reach HCPs. Doximity was flagged for having anti-vaccine information.

Media 294
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Social media and prescription drugs: A study

World of DTC Marketing

QUICK READ: A two-month analysis of social media and prescription drugs found the number one reason online health seekers use social media is to share and ask questions about medication side effects. I also found an abundance of medication misinformation based on personal experiences and hearsay. In conjunction with leading consumer magazine I worked on a study to determine why people were using social media for information on prescription drugs and to examine and quantify what they were sharing

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Pharma is big business whose goal is to maximize shareholder value

World of DTC Marketing

SUMMARY: Pfizer asks for accelerated approval for a COVID booster shot even though the FDA says it’s unnecessary. From 2016 to 2020, the 14 leading drug companies spent $577 billion on stock buybacks and dividends—$56 billion more than they spent on R&D over the same period.” From 2016 to 2020, compensation for the 14 companies’ top executives totaled $3.2 billion.

Pharma 292
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Change of leadership is needed badly at the FDA and CDC

World of DTC Marketing

SUMMARY: It’s almost impossible for the average person to get accurate and reliable information from the media. Even vaccine booster shots are being debated by HCPs and Pfizer. We need to follow the science. Physiican trust in the FDA is decling as well. The best way to get accurate health information may be to follow noted physicians on social media.

FDA 290
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Why hasn’t pharma embraced email marketing?

World of DTC Marketing

SUMMARY : DTC marketers are spending tens of millions of dollars on programmatic ads that are full of fraud and have low click-through rates but they have yet to embrace email marketing which has an average click-through rate of 3.43%. There is no doubt that more people are using the Internet for online health searches, but the downside is that there is a lot of bad/false health information online. eMail represents an opportunity for pharmaceutical companies to get closer to their customers w

Marketing 289
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How to choose the right digital agency

World of DTC Marketing

INTRODUCTION: One of the most important factors in your digital initiatives’ success, or failure, is the agency you choose. A lot of agencies are competing for our business. Ensuring you have hired the right one is essential to your brand’s success on both the HCP and consumers’ sides. Many CPG brands are bringing their digital marketing and media buying in-house to reduce costs and ensure that the digital strategies are aligned with key brand insights.

Media 286
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What the FDA's New Dosage Guidance Means for the Future of Clinical Research

Speaker: Dr. Ben Locwin - Biopharmaceutical Executive & Healthcare Futurist

What will the future hold for clinical research? A recent draft from the FDA provides valuable insight. In "Optimizing the Dosage of Human Prescription Drugs and Biological Products for the Treatment of Oncologic Diseases," the FDA notes that "targeted therapies demonstrate different dose-response relationships compared to cytotoxic chemotherapy, such that doses below the Maximum Tolerated Dose (MTD) may have similar efficacy to the MTD but with fewer toxicities.

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The debate on DTC marketing is going to heat up again

World of DTC Marketing

SUMMARY: DTC marketing is not the reason why prescription drugs cost so much. DTC ads raise awareness around health conditions. DTC ads do NOT lead to unnecessary Rxs. The FDA needs to study what people do when they see a DTC ad. The voices in Washington DC are once again calling for a moratorium on DTC marketing but lawmakers need to understand what DTC marketing actually does as upped to what people believe it does.

Marketing 285
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Reaching HCPs online

World of DTC Marketing

QUICK READ: Recent research from Zoom Rx saying that digital interactions with HCPs are myopic and don’t apply to the heavily segmented HCP audience. The future of reaching HCPS is both on and off-line depending on the product, health condition, and specialty. Zoom Rx recently polled HCPs and found 78% of physicians want to maintain some contact with pharma reps.

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Pharma’s paid media fails

World of DTC Marketing

WTF? The Washington Post reported last year that health and pharmaceutical companies spent almost $1 billion on just Facebook mobile ads in 2019. A complete waste of money, time and effort. Unlike a traditional TV or radio ad, Facebook’s ad categories help those companies target their drug ads at users who likely suffer from a specific illness the drug treats.

Media 283
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What DTC marketers can learn from people who refuse a COVID vaccination

World of DTC Marketing

SUMMARY: Even though the Delta variant of COVID is highly contagious, people are still choosing not to get vaccinated. Concerns about safety, fear of unknown side effects, and misinformation about COVID-19 are some reasons why people may not accept the vaccine. Social media has a lot of health misinformation bet they alone can’t be blamed. The media stories about the FDA.

Marketing 279
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Accelerating Clinical Supply Through Integrated Drug Development

As the development pipeline for new drugs continues to grow, biopharmaceutical companies are re-evaluating how to best manage and balance resources across an increasing number of development projects and complex clinical trials. There are two approaches that can be used to speed a drug from development to clinic faster: timeline compression and parallel processing, but only one that considers the benefits of integrating clinical supply into the overall drug development process.

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DTC Study: Marketers misaligned with online health seeker needs

World of DTC Marketing

SUMMARY: People are going online more and more to sarch for health information after seeing a DTC pharma TV spot. Pharma websites are not consdiered a top resource for infromation on new products. Cost is not that big of an issue for people who have health insurance. It’s more about weighing the benefit against the potential side effects. TV spots are the number one way people learn about new pharma products.

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Corporations: “get healthcare costs under control”

World of DTC Marketing

SUMMARY: A new survey from the Kaiser Family Foundation and the Purchaser Business Group on Health shows signs that corporate executives might be warming to the idea of government getting more involved to rein in the excesses of the healthcare system. It’s affecting their bottom lines, and they won’t stand for that. Big changes are coming.

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“Game-changing” obesity drug over-promising?

World of DTC Marketing

SUMMARY: Wegovy is selling so well that it’s hard to get at pharmacies. It’s being positioned as an anti-obesity drug, but one study by Novo Nordisk has shown that people who stop taking Wegovy after a few months tend to regain much of their lost weight within a year. In addition, people who lost weight on Wegovy in clinical trials had nutritional counseling and had to stay on a strict diet.

Insurance 271
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Health literacy is a huge problem

World of DTC Marketing

SUMMARY: The states struggling the most with covid-19 infections also have the least healthy populations. About two out of five American adults are obese, according to the CDC. Mostly because they don’t understand how what they eat effects their health. Only 23% of people get enough exercise and only one in ten eats enough fruit and vegetables, says the CDC.

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The New Clinical Trial Supply Chain: Resilient, Flexible, and Patient-Centric

The global landscape of clinical trials is rapidly changing as studies become more complex. An increasing number of sponsors are seeking enhanced flexibility in their supply chains to address a variety of clinical supply challenges, including patient demand and reducing delays. Demand-led supply and direct-to-patient distribution are next-generation solutions that are helping to meet these growing needs, allowing for more streamlined processes and patient-centric studies.

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The current pricing of cancer treatments is unsustainable

World of DTC Marketing

SUMMARY: The U.S. needs to take substantial steps to address the high costs of cancer drugs. From 2009 to 2019, the median monthly treatment costs for new drugs at launch reached $11,755 in the U.S… Does the question become how much is a month(s) of other life worth? According to an analysis published by JAMA Oncology, prices for new drugs approved for use in the treatment of cancer in the United States more than doubled over the past decade.

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10 things DTC marketers should focus on in 2021

World of DTC Marketing

KEY TAKEAWAY: Consumer behavior has changed due to the pandemic, and DTC marketers should be aware of how consumers will evaluate and choose prescription drugs. Many organizations have postponed market research due to the pandemic but knowledgeable DTC marketers should be aware of the progressive trends in healthcare. Here’s my list: 1ne: DTC should focus more on providing health information about advertised medications and less on “selling.” The overwhelming majority of consum

Marketing 271
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Pharma buys politicians to ensure high drug prices remain

World of DTC Marketing

SUMMARY: Large-cap pharma companies are trading higher in the morning hours after White House unveiled a framework for a deal on President Biden’s social spending package on Thursday leaving out a key provision that allowed Medicare to negotiate lower prescription drug prices. In 2019, Medicare Part D covered more than 3,500 prescription drug products, with total spending of $183 billion, not accounting for rebates.

Pharma 263
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DTC marketing is an oxymoron

World of DTC Marketing

QUICK READ: More TV DTC spots are airing, but DTC marketers are losing the battle between awareness and conversion because of all the noise online. Product websites are stagnant, and online health seekers are going elsewhere to learn about your medication’s side effects and cost. I’ve spent the last six months analyzing clients’ DTC marketing campaigns and they are, for most ineffective.

Marketing 265
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Clinical Supply Strategies for CROs

When a CRO is bidding on a project where clinical supplies will be one of the aspects to manage on behalf of the client via a partner, leveraging the expertise of a chosen clinical supply partner can be a valuable resource in demonstrating the CRO’s understanding of and ability to deliver upon critical drug-supply related aspects of the project, and ability to hit key milestones such as FPI for their client.