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Today, colossal budget product launches are not returning the same ROI as before. Product launches are going to need to be micro-targeted to specific audiences. What is the definition of a successful pharmaproduct launch? Patients and doctors are too bright and do a LOT of research before starting ANY new medication.
For that, you need to reach as many doctors as possible who will endorse your products. Since the competition is fierce, your success depends on conveying and convincing doctors about the effectiveness and quality of your products. Getting doctor referrals-the old way. Here are some tips for that.
In the US, TV advertising for pharmaproducts is still a big business, but this is mainly aimed at patients. A report from eMarketer came to an identical conclusion, estimating that US pharma would spend $9.53 The way that reps engage with doctors will be very, Hale said, with an emphasis on efficiency.
Under no circumstances should ANY DTC marketer believe that a patient is going to ask their doctor about/for your product as a result of seeing your DTC TV ad. There is s direct correlation between web traffic and TV ads for new pharmaproducts. There are too many barriers between awareness and conversion.
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My background for decades now is in the pharma marketing and branding space, working with all sorts of pharmaproducts, devices, diagnostics. Don (PMN): Sure, yea patients need to be aware of their conditions and also be motivated to see their doctors for treatment right. Mark (83Bar): So that’s the challenge.
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