Tag: DTC

Last year I conducted an analysis comparing brands that distribute via DTC (direct, ecomm brands) and brands that distribute via retail. Contrary to recent news, both models can be profitable. But the business models are slightly different. As a heads up, the data is now a year and a half ou...

Most pharmaceutical marketers continue using dated and mostly irrelevant models. The pandemic has changed the way consumers make healthcare choices and obtain information, and with trust in pharmaceuticals at an all-time low, pharmaceutical marketers seem to be withdrawn from reality. People in t...

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,...

Several factors dictate how patients make healthcare decisions, but pharma marketers must understand that patients are more active in their healthcare. DTC marketing has to change to be more responsive to patients’ needs, and pharma marketers need a deep understanding of what works and what&rs...