Thursday, April 16, 2015

The Patients Included Movement: My Comments on the Global Charter, re "Key Patient Advocates" & Transparency

"Patient centricity" is all the rage these days among pharmaceutical industry conference attendees and speakers. It is even becoming more common for actual patients to be part of the faculty/speakers and/or attendees of these conferences.

This wasn't always the case, which is why Lucien Engelen launched the "NO-SHOW Patients Act" in 2012 (read "No-Show patients on conferences : Patients Included™"). Lucien founded and is the Director of the Reshape Center at the Radboud University Medical Center located in the Netherlands. The Center is at the "convergence of patient empowerment and (exponential) technology."

Lucien said he no longer could imagine a conference about healthcare with a NO-SHOW approach of patients, by which he meant:
  • no patient IN the program, 
  • no patient ON the stage or 
  • no patient IN the audience.
Lucien announced he would boycott such conferences by declaring "I will NO-SHOW on healthcare conferences that do not add patients TO or IN their program or invite them IN the audience also I will no longer speak at NO-SHOW conferences."

The "Patients Included" logo shown above can be used free of copyright for conferences that have patients ON stage, IN the program or invited as patients to the conference. "Do not ask US if your are eligible for it," says Lucien, "the audience will be your 'judge' ;-)" BTW, you can't use the fact that "we are all patients" to qualify.

Now the "Patients Included" movement is getting more complicated. Some activists are developing a "Global Charter" that goes much further than Lucien's NO-SHOW Patients Act and lays down specific compliance guidelines.

Wednesday, April 15, 2015

Determining How Much Pharma Spends on Internet vs. TV DTC Advertising is a Daunting Task!

I prepared the chart on the left for the Pharma Marketing News article "DTC Ad Spending Rises from the Grave," which was published this Monday. You should compare this version of the chart to the one I published here on Pharma Marketing Blog last week (here).

This chart says 5% of pharma's 2014 DTC ad budget went to the Internet (excluding search), whereas the previous version says only 3%.

This chart says 63% of the budget went to TV, whereas the previous version says 70%.

I'll ignore print for now.

Determining the exact amount that the pharmaceutical industry spends on advertising via different media (TV, print, Internet, etc.) is a daunting task. Numbers regarding pharma DTC spending come from two sources: Nielsen and Kantar Media. Both report "measured media" spending, which includes TV, magazines, news-papers, radio, outdoor, and Internet (display ads only, not including search). Kantar tracks over 3,000 media sources throughout the US and Canada, which is a different methodology than that used by Nielsen. As a result, the numbers from these sources often do not match (for more on that, read "Making Sense of Pharma DTC Spending Trends").

Why the Differences?

Thursday, April 09, 2015

Pharma Ups Its Investment in TV DTC Advertising

Ever since the U.S. allowed direct-to-consumer (DTC) advertising, a majority of the ad dollars were spent on TV, which made sense in past years because that's where the "target" audience spent most of its media consumption hours.

I guess 2014 is no exception: 70% of the DTC spending last year went to TV!

But wait! 2014 appears to be exceptional in that it saw the highest percentage spent on TV since at least 2001.

I plotted the data to illustrate the trend.

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