Making Your DTC Marketing Relevant Again

<p>The pandemic has forever changed how we look for and about health information, primarily online. Patients are taking a more active role in their healthcare and want to make informed and educated decisions. In addition, insurers are dictating which medications patients can use with higher copays. So, how does a DTC manager adjust a campaign?</p> <p><strong>STEP 1</strong>: Examine how your target audience makes treatment decisions WITHIN the category you&rsquo;re competing against. Every category is different, and marketers need to understand how their audience makes decisions and the barriers to asking for/about specific products.</p> <p><strong>STEP 2:&nbsp;</strong>Create a target audience personas for each market segment. What are their motivations and beliefs, and what can WE do to reach them with tested messages that may change their behaviors?</p> <p><a href="https://richardameyer.medium.com/making-your-dtc-marketing-relevant-again-b533fc646a30"><strong>Website</strong></a></p>
Tags: DTC Marketing