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’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: </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>