Comments on: Healthcare Marketing New Year’s Resolutions – Part 2 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/ Improving Healthcare Through Digital Technology -- Effectively using digital technology and social media in pharma and healthcare Tue, 24 Jan 2012 00:11:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Jonathan Richman http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-87 Jonathan Richman Tue, 27 Jan 2009 05:08:07 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-87 I'm not saying that pharma should be aiming to increase the number of people who get an appointment because of a TV ad. My title for this post was "Stop the TV Ads." Rather my point was that pharma needs to find more effective tactics. A really low response rate opposite the cost isn't a viable long term strategy. And yes, these drugs aren't for everyone so part of the solution is better targeted messaging to those who do need these drugs and educating those who don't about the reasons why. In the long run, everyone benefits from this. Patients get the right treatments and pharma companies spend less dollars on marketing to the whole world instead of the right, select few. I’m not saying that pharma should be aiming to increase the number of people who get an appointment because of a TV ad. My title for this post was “Stop the TV Ads.” Rather my point was that pharma needs to find more effective tactics. A really low response rate opposite the cost isn’t a viable long term strategy. And yes, these drugs aren’t for everyone so part of the solution is better targeted messaging to those who do need these drugs and educating those who don’t about the reasons why. In the long run, everyone benefits from this. Patients get the right treatments and pharma companies spend less dollars on marketing to the whole world instead of the right, select few.

]]> By: Jonathan Richman http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-8990 Jonathan Richman Tue, 27 Jan 2009 05:08:00 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-8990 I'm not saying that pharma should be aiming to increase the number of people who get an appointment because of a TV ad. My title for this post was "Stop the TV Ads." Rather my point was that pharma needs to find more effective tactics. A really low response rate opposite the cost isn't a viable long term strategy. And yes, these drugs aren't for everyone so part of the solution is better targeted messaging to those who do need these drugs and educating those who don't about the reasons why. In the long run, everyone benefits from this. Patients get the right treatments and pharma companies spend less dollars on marketing to the whole world instead of the right, select few. I’m not saying that pharma should be aiming to increase the number of people who get an appointment because of a TV ad. My title for this post was “Stop the TV Ads.” Rather my point was that pharma needs to find more effective tactics. A really low response rate opposite the cost isn’t a viable long term strategy. And yes, these drugs aren’t for everyone so part of the solution is better targeted messaging to those who do need these drugs and educating those who don’t about the reasons why. In the long run, everyone benefits from this. Patients get the right treatments and pharma companies spend less dollars on marketing to the whole world instead of the right, select few.

]]> By: Josh http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-86 Josh Tue, 27 Jan 2009 03:32:31 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-86 Have you ever thought that perhaps more than 6% of all doctor's visits DONT NEED advertised, expensive pharmaceuticals? Or am I just crazy? Have you ever thought that perhaps more than 6% of all doctor’s visits DONT NEED advertised, expensive pharmaceuticals? Or am I just crazy?

]]> By: Josh http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-8989 Josh Tue, 27 Jan 2009 03:32:00 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-8989 Have you ever thought that perhaps more than 6% of all doctor's visits DONT NEED advertised, expensive pharmaceuticals? Or am I just crazy? Have you ever thought that perhaps more than 6% of all doctor’s visits DONT NEED advertised, expensive pharmaceuticals? Or am I just crazy?

]]> By: Jonathan Richman http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-48 Jonathan Richman Fri, 09 Jan 2009 17:58:29 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-48 Thanks for the comment, Suzanne. Some companies, for many brands, actually spend more on magazine ads versus TV, so that's probably a worthwhile tactic to consider for the chopping block. The fine print, of course, is a requirement and many companies have tried to cut down the amount of copy on these to make them simpler to read. Of course, they're still unintelligible anyway. I particularly enjoy the print ads to count the number of cliche images that appear in them. "Smiling couple," "Playing with Kids," "Shopping with the girls," "Playing a sport," and "Walk on the Beach." They're all classics. Thanks for the comment, Suzanne. Some companies, for many brands, actually spend more on magazine ads versus TV, so that’s probably a worthwhile tactic to consider for the chopping block. The fine print, of course, is a requirement and many companies have tried to cut down the amount of copy on these to make them simpler to read. Of course, they’re still unintelligible anyway.

I particularly enjoy the print ads to count the number of cliche images that appear in them. “Smiling couple,” “Playing with Kids,” “Shopping with the girls,” “Playing a sport,” and “Walk on the Beach.” They’re all classics.

]]> By: Jonathan Richman http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-8988 Jonathan Richman Fri, 09 Jan 2009 17:58:00 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-8988 Thanks for the comment, Suzanne. Some companies, for many brands, actually spend more on magazine ads versus TV, so that's probably a worthwhile tactic to consider for the chopping block. The fine print, of course, is a requirement and many companies have tried to cut down the amount of copy on these to make them simpler to read. Of course, they're still unintelligible anyway. I particularly enjoy the print ads to count the number of cliche images that appear in them. "Smiling couple," "Playing with Kids," "Shopping with the girls," "Playing a sport," and "Walk on the Beach." They're all classics. Thanks for the comment, Suzanne. Some companies, for many brands, actually spend more on magazine ads versus TV, so that’s probably a worthwhile tactic to consider for the chopping block. The fine print, of course, is a requirement and many companies have tried to cut down the amount of copy on these to make them simpler to read. Of course, they’re still unintelligible anyway.

I particularly enjoy the print ads to count the number of cliche images that appear in them. “Smiling couple,” “Playing with Kids,” “Shopping with the girls,” “Playing a sport,” and “Walk on the Beach.” They’re all classics.

]]> By: Suzanne Dewey http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-47 Suzanne Dewey Fri, 09 Jan 2009 16:21:21 +0000 http://www.doseofdigital.com/2009/01/healthcare-marketing-new-years-resolutions-part-2/#comment-47 Here, here! And while we are making those pharma advertising resolutions, does it make sense to also quit doing the magazine ads with the fine print insert that NO ONE ever reads? I also would suggest that hospitals and other health care organizations limit their television spots -- so expensive and with dubious ROI impact. Good job with the healthcare marketing resolutions! Keep them coming. Here, here! And while we are making those pharma advertising resolutions, does it make sense to also quit doing the magazine ads with the fine print insert that NO ONE ever reads? I also would suggest that hospitals and other health care organizations limit their television spots — so expensive and with dubious ROI impact. Good job with the healthcare marketing resolutions! Keep them coming.

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