DTC marketing for prescription drugs moving online

Share this content:

The pharmaceutical industry has embraced online media to build relationships with consumers and cut back on traditional broadcast and print media to promote drugs, according to Cegedim Dendrite's latest direct-to-consumer Industry Check-Up Survey.

The survey shows that pharmaceutical companies will spend more on online marketing initiatives this year through Web sites, search-engine marketing and e-mail.

In addition, companies are relying more on educational programs at pharmacies, doctors' offices and newsletters to assist in encouraging patients to take their medication, all of which could have a major positive effect on public health, the study found.

Another trend identified by this year's survey is cautious optimism about direct-to-consumer (DTC) spending growth for 2007. While DTC spending is not experiencing the growth of previous years, nearly half of respondents expect DTC spending to increase this year. Only 25 percent expect it to increase by more than 5 percent, however.

The biggest challenge in DTC marketing continues to be government regulations, according to 61 percent of respondents. That is up from 50 percent last year.

Negative consumer reaction to DTC marketing was cited as a problem by 31 percent of respondents, down from 44 percent last year.

The annual survey's responses come from a cross section of US manufacturers, agencies and vendors.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above