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    EVIDENCE bLOG

    DTC Evidence – NIMBY Phenomenon

    April 6, 2015

    Practicing Evidence-Based Marketing for the last 8 years has allowed ROF to cultivate a collection of normative insights across a range of therapeutics that most biopharma marketers truly appreciate. After all of these years, I have found one discipline that remains resistant to normative evidence – DTC marketers. We like to call it the NIMBY phenomenon relating to DTC evidence. You may recall that the acronym NIMBY stands for Not In My Back Yard. The general application of the concept applied to DTC is that while marketers generally advocate for more evidence and insight on the effectiveness of marketing programs, they often oppose the application of that evidence to DTC investments because it would require sacrifice on their part. This phenomenon means that unless you have data in their specific category then it’s not applicable to them and their brand.

    Let me give a demonstration of the NIMBY phenomenon in action. I posted in 2010, “Majority of DTC Advertising Stimulates an ‘Inquiry’ Not a Branded Request.” The blog post addressed the conventional wisdom that a large majority of patients activated by DTC specifically request or ask for a prescription product, when in fact, the evidence shows that the majority of DTC campaigns generate at best inquires about a product. Now, you might be thinking, “This was back in 2010. In the last 4 years, patients have become more empowered and will be more comfortable making branded requests based on DTC.” Think again. (more…)

    Patient Identification Key to Launch Success

    February 23, 2015

    Patient SelectionBeing able to clearly articulate to both physicians and patients ‘who is’ and ‘who is not’ the optimal candidate for your drug is probably the single most important task a Brand Team must execute in the days following FDA approval. In order to accomplish this, your marketing efforts to clearly identify and articulate the patient-types best suited for your drug must start early.

    Unfortunately, inflated sales forecasts and launch expectations developed during the pre-launch phase often push Brand Teams to cast the net as wide as possible. The resistance to focus during pre-launch often leads to quotes from physician and patient launch research like the following: (more…)

    DTC Advertising Effectiveness – A Picture Says a Thousand Words

    January 26, 2015

    One of our core constructs at ROF is the level of evidence taxonomy that looks to evaluate and appraise the quality and quantity of evidence supporting a key business question (KBQ) in an unbiased and independent manner. It’s quite rare that a single chart can succinctly communicate the key finding of a comprehensive analysis of primary and secondary research on the effectiveness of a marketing investment – in this case DTC advertising (DTCA).

    DTC SOV vs. Product NRxWe recently conducted a careful examination of one of the most heavily advertised DTC categories over the past year, and the results were truly mind blowing – and not in a good way for DTCA. (more…)

    Top 5 Patient Marketing Creative Execution Missteps

    September 29, 2014

    At ROF, we’ve had the good fortune to both prospectively and retrospectively evaluate the level of evidence supporting the creative concept development for patient marketing particularly within specialty care pharmaceuticals. Most brand leaders will agree that the creative element is the essential ingredient in a successful patient marketing campaign, yet all too often it’s the one element that isn’t accounted for in the overall ROI evaluation.
    Throughout our extensive analyses in this area, ROF has identified 5 creative execution missteps across a range of clients, agencies, and specialty categories that inextricably impact patient receptivity to the core brand story.

    1. Indication Over Imagery – Patients/caregivers in specialty care scan media for information about their disease, so screaming your indication should be a priority over the imagery in order to boost campaign awareness
      Logo Color Wheel
    2. Vision Deficiency Unaccounted For – When selecting logo design and brand colors, keep in mind that sometimes gaps in the color wheel exist for a reason and the explosion of red/green tones leaves the ~10% of men with color vision deficiency missing you altogether; the 10-point type that the 20 something art director selects to ensure the visual is as large as possible may assure that the concept literally never sees the light of day (more…)

    Targeted DTP/DTC Is an Industry Fallacy

    March 24, 2014

    ROF targetWhile we can all rejoice that the ‘spray and pray’ DTP/DTC model has died an all too slow death in the pharmaceutical industry, it appears that a new model has cropped up in its place. Not surprisingly, those who benefit from extolling the exaggerated benefits of direct-to-patient or direct-to-consumer marketing are propagating this new model called ‘Targeted DTP’ or ‘Targeted DTC.’

    Having come into close contact with this idea of late, I have noticed that the evidence supporting it comes in two varieties:

    • Anecdotal – evidence slightly better than a hunch supports the idea that the DTP/DTC campaign can be targeted to a specific group that would yield results superior to the aforementioned ‘spray and pray’ approach
    • Quantitative – evidence supported by a quant study, usually a patient segmentation study, demonstrates with a p-value that a targeted group of patients or consumers is disproportionately interested in your product

    (more…)

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