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Pharma spent $3.9B on TV ads in 2021

World of DTC Marketing

(Endpoints) Pharma TV advertising boomed in 2021 – to the tune of $3.91 2wo: TV ads lead to searches online, but pharma websites are becoming less critical to online health seekers – They’re too promotional, and their content is too hard to read. on <b>TV</b> ads in 2021. So, where is the disconnect?

Pharma 217
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The fairytale of DTC TV ads

World of DTC Marketing

Using the same ads to advertise prescription drugs repeatedly is a waste of money and doesn’t lead to sales. viewers surveyed in 2021 believe “they see the same advertisements too many times. ads with increased frequency does not lead to more Rx’s; it leads to more people “turning off” the brand.

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The right balance in DTC: Tv versus digital ads

World of DTC Marketing

Healthcare digital advertising spend will overtake healthcare TV ad spend for the first time in 2021. Today virtually nobody will ask their doctor for/about a new prescription drug product without doing online research. This one reason why healthcare companies’ global advertising expenditure is projected to increase by 4.3%

Media 261
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Frequency on pharma TV too high

World of DTC Marketing

viewers surveyed in 2021 believe “they see the same advertisements too many times when watching TV,” according to a new study by Audience Project. Doe the DTC marketers for brands like Tepezza believe that increased frequency is going to lead to new Rxs for a small number of people who have the health condition?

Pharma 210
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Do patients care about accelerated approval drugs?

World of DTC Marketing

Of course, they should, but in the end, it’s going to come down to trust in their doctor and the FDA. In April 2021, the agency convened the Oncologic Drugs Advisory Committee (ODAC) to review six so-called dangling accelerated approvals. The FDA has also been revisiting cancer therapy approvals made through the program.

Patients 200
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American healthcare is too profitable

World of DTC Marketing

Private equity, in particular, is pouring money into the healthcare sector, investing $26bn in life sciences and $44bn in medical devices in 2021, the highest rate in a decade. The unprecedented sums of money sloshing around a complicated and opaque system will undoubtedly make the rich richer and sicker.

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Disruption in healthcare is coming

World of DTC Marketing

Between 2019 and 2021, Alphabet’s venture-capital arms, Google Ventures, and Gradient Ventures, and its private-equity unit, CapitalG, made about 100 deals, a quarter of Alphabet’s combined total, in life sciences and health care. The new initiative, Care Studio, aims at doctors rather than patients.