Monday, May 23, 2016

Pharma Digital Ad Spend Numbers are Elusive & Confusing

Over the years I have tried to determine what portion of pharma's total marketing budget is devoted to digital and if that portion is increasing (see here, for example). Various sources look at various channels and it's not easy to compare one source with another. Even data from the same source may not compare apples to apples.

Last month, for example, one pharma trade publication claimed that data from the Interactive Advertising Bureau showed that the pharma industry's digital ad spending in 2015 was "about $3 billion." But the data really applied to "Pharma and Healthcare," which includes "personal care, toiletries, and cosmetic products", etc. Since the latter product categories may be responsible for 50% of the $3 billion, I estimated the pharma Rx drug-specific digital ad spending was more like $1.5 billion, excluding search advertising (see "Did Pharma Really Spend $3 Billion on Internet Advertising in 2015?").

I just came across some data from eMarketer, which seems to verify my estimate (see chart below).

Sourced via Klick Wire (here).
Again, the pharma trade publication that published this chart said the data refer to "US pharma ad spend," so one would assume pharma spent $1.67 billion on digital advertising in 2015, which is close to my $1.5 billion estimate derived from the IAB data. But is that true and what forms of advertising are actually included in eMarketer's estimate?

Monday, May 16, 2016

Are Pharma Marketers the "Voice" of the Patient?

The author of the embedded piece (click on "Read More"), David Anderson, is a managing partner at Insight NZ, a healthcare brand advertising agency. He argues that, by definition, marketing is "patient centric." The UK Chartered Institute of Marketing, for example, defines marketing as "...the management process responsible for identifying, anticipating, and satisfying customer requirements profitably."

"Profitability," however, often trumps (with a small "t") putting patients' interest first. If it weren't so, I would never have anything to write about in this blog!

For an alternative view, read this: "Are #Pharma Medical Departments Responsible for 'Patient Engagement?'" After reading that you will see that Mr. Anderson completely ignores the medical research side of the business, which marketers don't fully understand until after the drug is already developed.

See below for Mr. Anderson's four reasons why he believes pharma marketers have a unique opportunity to be “the voice” of the patient.

Sunday, May 15, 2016

A Physician Looks on the "Bright Side" of Metastatic Breast Cancer Survival and a Patient Advocate Looks On the Other Side

According to Forbes contributor Elaine Schattner, a physician who is writing a book on public perception of cancer, there is a "bright side" to metastatic breast cancer survival rates.

Dr. Schatter cites a paper by Dr. Patricia Steeg of the National Cancer Institute (NCI) that calls out an “alarming” but debatable decline in survival in other advanced cancers and a general lack of progress against metastatic disease. But Dr. Schatter focuses (here) on the "bright side" by offering as evidence these graphs of median survival (left) and 5-year relative survival (right) after an initial diagnosis of metastatic breast cancer.

Graphs based on information provided by the NCI Cancer Surveillance Branch (May, 2016), based on SEER 11 data. Click on image for an enlarged view.
Dr. Schatter wants us to consider all the new drugs that have come out since 2010, which she says if prescribed sensibly, makes the outlook for metastatic breast cancer better now and by 2020, "who knows?" But according to Lynn Bartnicki, a metastatic breast cancer patient advocate working with Living Beyond Breast Cancer, pharma isn't doing enough to research and develop new drugs to treat metastatic breast cancer.

I interviewed Lynn on May 2, 2016, and the eyeforpharma Philadelphia conference. Click on "Read mor >>" to see the interview.

Friday, May 13, 2016

Shire's Hired Gun to Defend Its Binge Eating Disorder Screener at APA Annual Meeting

Shire's B.E.D. symptom checklist, IMHO, is a perfect aid for people who wish to abuse a dangerous Schedule II controlled stimulant.

According to my more or less truthful answers to the screener, I may suffer from B.E.D. and be able to convince my doc to prescribe me Vyvanse.

I suggested that Shire remove this tool from its website to prevent possible abuse of this medication ("How Virtually Anyone Can Get an Rx for Amphetamine... Sorry, I Meant to Say Vyvanse"), but now I see Shire wants to "prove" to the medical community that this bogus test has value in clinical practice! Click on "Read More"...

Thursday, May 12, 2016

Drug Overdose Deaths in America at Crisis Level

The rate of overdoes deaths in the U.S. involving opioids has surged in recent years.

Click on image for an enlarged view.
Guess where individuals who are at greatest risk for drug abuse get their opioids.

Related Posts Plugin for WordPress, Blogger...