Millie
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DTC-In-Perpsective 10/15/2020 12:52
As a marketing channel, the pharmacy turned challenges into opportunities for Rx brands Pharmacies stepped up to help consumers through the public health crisis. And consumers responded by stepping into pharmacies. That dynamic has been an important part of getting many communities through an unprecedented challenge. And it has also helped pharma marketers reach patients […]. .
DTC-In-Perpsective 10/15/2020 12:32
Hypertargeting brings pharma marketers closer to the defined patient populations we all want to reach at the moments that matter for consumers and patients. It’s making it easier for us to address health interests, concerns, and questions with specific guidance and timely insights. We can speak to patients at actionable decision points rather than spending […]. .
DTC-In-Perpsective 10/13/2020 14:34
Sponsored Content Pharmacists are getting increased recognition as they continue to serve on the front lines of the COVID-19 epidemic. They are innovating quickly to offer accessible healthcare, counseling, and COVID-19 resources to their local communities. Local pharmacists see more patients on a daily basis than any other healthcare provider, and that’s particularly true in the […]. .
DTC-In-Perpsective 10/12/2020 10:31
When choosing a theme for this critique, I first thought about discussing the Cannes Health winners of 2020. But then, we all know what happened this year. This is the year we were all forced to rethink the role of creativity. More to the point, this unprecedented pandemic has shined a light on a long-time […]. .
DTC-In-Perpsective 10/09/2020 15:47
The new GSK campaign for its shingles vaccine is very interesting. They have coalesced their message around a very simple statement: “Shingles Doesn’t Care.” They are telling consumers that you can do everything right health wise and still get shingles. They are using a multimedia campaign which is well integrated in terms of creative approach. The 60-second […]. .
DTC-In-Perpsective 09/30/2020 08:06
A very interesting DTC television ad, from AbbVie’s Humira, focuses on current users of their injectable pen. Humira users have sometimes complained about the pain as they inject, described as burning pain. Humira announced a reformulation which removed the citrate ingredient which was causing the pain. Is this a major improvement? Citrate was used as […]. .
DTC-In-Perpsective 09/24/2020 12:53
After consistently seeing an underrepresentation of non-white patients in clinical research, Genentech decided to dig deeper as to why there is such enrollment inequity. According to an announcement from their website, the pharmaceutical manufacturer “undertook a landmark study to elevate the perspectives of these medically disenfranchised individuals and reveal how this long-standing inequity impacts their […]. .
DTC-In-Perpsective 09/24/2020 08:30
As we men age, the prostate gland grows about 2-2.5% a year. Eventually, most senior men get BPH which is a benign prostate condition that can lead to problems urinating as the enlarged prostate inhibits flow.So, what can men do to alleviate the problem? There are prescription drugs and surgical alternatives where the prostate can be […]. .
DTC-In-Perpsective 09/19/2020 20:12
Today it’s more important than ever to help ensure that consumers can access and afford their medications. With the emergence of a global pandemic, what strategies and technologies can pharmaceutical manufacturers implement to help simplify and streamline the access process for consumers? The effectiveness of a pharmaceutical manufacturer’s access and reimbursement support program will have a […]. .
DTC-In-Perpsective 09/19/2020 19:40
The coronavirus pandemic has altered every facet of our lives. Everyday tasks suddenly became challenging and anything not deemed “essential” came to an abrupt halt. New terms and safety procedures are now part of our daily lives and even the most mundane contact with friends or extended family is accompanied by health and safety measures. […]. .
DTC-In-Perpsective 09/17/2020 15:55
Bristol Myers Squibb (BMS) has premiered a very interesting combo DTC ad featuring its two immunotherapy drugs Opdivo and Yervoy. The ad is for treatment of Non Small Cell Lung Cancer (NSCLC). What is very interesting is the approach of advertising two drugs in one ad. The FDA approved the combo for first line treatment […]. .
DTC-In-Perpsective 09/10/2020 08:35
This is a big year for vaccines. The daily mentions of the progress on Covid-19 vaccine development and the push for increased flu vaccine coverage is raising the awareness of vaccines in general. The push from vaccine makers for their existing vaccines is likely to increase this year.Certainly flu DTC is going to increase as […]. .
DTC-In-Perpsective 09/02/2020 08:30
In my June 24th column I discussed the Ubrelvy campaign. They had a pool of everyday situations at home or work at all times of the day. The “Anytime Anywhere” medicine is the positioning. Coinciding with the start of the US Open tennis tournament, Ubrelvy has engaged Serena Williams to be a spokesperson.Debuting a television ad with […]. .
DTC-In-Perpsective 08/27/2020 11:39
Sponsored Content While social distancing is essential, “medical distancing”—staying away from the doctor’s office for fear of contracting COVID-19—is dangerous. Just as phrma.org’s latest campaign strives to remind people that seeking care is not only safe but necessary, we see it as our duty at PatientPoint to provide patients, physician practices, and brands the support […]. .
DTC-In-Perpsective 08/26/2020 08:30
The multiple sclerosis (MS) category is increasing its DTC use. Historically, low incidence diseases have used print and digital targeted efforts rather than mass. That has changed over the last few years as drugs for Hep C, HIV, lung cancer, and other lower incidence categories have gone mass media including television.Approximately 1 million Americans have […]. .

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