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    Majority of DTC Advertising Still Only Stimulates an ‘Inquiry’ NOT a Request – ROF Normative Update

    Our evidence-based marketing approach provides us with a unique lens to observe and provide insights and commentary on industry news and common client experiences. Please note that any similarities of the events and insights provided here to your current brand situation are purely intentional and should not be considered coincidental. If you see yourself or your brand in any of the blog posts below, feel free to comment and tell us about your experiences.

    Majority of DTC Advertising Still Only Stimulates an ‘Inquiry’ NOT a Request – ROF Normative Update

    December 5, 2016

    DTC Advertising Actions

    Back in 2010, I authored a blog post using the patient data that my then 4-year old company had amassed challenging the conventional wisdom that direct-to-consumer advertising (DTCA) is effective at activating a brand request by patients exposed to the advertising. (more…)

    Six Essential Elements of Successful Specialty Brand Support Services

    September 30, 2016

    Number SixIt seems like every new product launching today is a specialty pharmaceutical that requires access via a network of specialty pharmacies. This access system introduces a hurdle not only for the patient and prescriber, but also for the manufacturer – streamlining the process from prescription generation by the physician to medication acquisition by the patient. (more…)

    Why Rare Disease Patients/Caregivers Require More Manufacturer Support Than Cancer Patients?

    May 16, 2016

    An interesting question recently arose from our launch readiness work for a rare disease client. The question was “Do rare disease patients and caregivers really require more manufacturer support than cancer patients?” My immediate answer was “Yes”, which lead to some disbelieving faces. If you think about it, I understand the skepticism. For example:

    Are rare disease patients sicker or do they fighter harder for their life than a cancer patient? – No.

    Is it any harder for rare disease patients and caregivers to afford their care than cancer patients? – No, probably not.

    Why then do I say that rare disease patients and caregivers require more manufacturer support? There were two main reasons supporting my belief. (more…)

    Overcoming Physician Decision Fatigue

    April 5, 2016

    Busy DoctorOur industry is making significant progress in many therapeutic areas, especially with the promise of immuno-therapies and personalized medicine. However, even with these advances, prescribing inertia or as one client calls it ‘muscle memory prescribing’ continues to be a significant competitive threat to new product launches. I believe the reason for this inertia is “decision fatigue.”

    Most marketers lack a sincere appreciation for the number of prescribing or prescribing-like decisions that the average physician has to make in a single day. The processes that Clients traditionally engage in to develop or examine positioning and marketing strategy often look at prescribing without this important context, even with the ubiquitous multiple page buying process in hand. (more…)

    5 Market Research Changes Necessary to Be Successful in Rare Disease Markets

    March 6, 2016

    Market ResearchSuccessfully developing and validating brand positioning and strategy in rare disease markets, whether with physicians or patients, requires a different set of market research practices. At ROF, we have identified five key distinctions that marketing and market research directors need to account for prior to implementing validation plans in these smaller markets: (more…)

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