For many pharmaceutical brands considering DTC, the pursuit of either a branded or unbranded campaign is a critical decision. They see what experiences people or brands create and what their users enjoy and share. PM360 is the premier magazine for marketing decision makers in the pharmaceutical, biotech, and medical device industries.
We can make suggestions. But the stakeholders in the ecosystem own it. For example, this is GSK’s branded site for Advair.com. Gilead’s Unlike other channels, social creates an intrinsic sense of community and can help potential patients feel comfortable asking questions and voicing their concerns in a friendly, credible, and empathetic peer-to-peer environment.Creating an unbranded social page on Facebook, for example, helps bring these conversations to your own door. In fact, most patients perceive them to be a “necessary evil,” which is why our industry struggles with such poor patient adherence. Our audiences will pull out specific elements of the brand that they need when they need them, in the way that works best for them. As of 2018, branded generic products were 13 times more expensive than unbranded generics, and made up 21% of all generic products. Hope and hype: Inside the push for wearable diabetes technologyPot legalization tied to drop in opioid prescribing ratesCertifications, training to increase addiction medicine specialistsWarfarin dose capping avoided supratherapeutic INRs in hospitalized elderlyWarfarin dose capping avoided supratherapeutic INRs in hospitalized elderlyHigher preconception blood pressure linked to pregnancy lossBalloon pulmonary angioplasty for CTEPH improves heart failure symptomsThink about breast cancer surveillance for transgender patientsCheckpoint inhibition less toxic than antiangiogenic therapy in NSCLCRobocalls increase diabetic retinopathy screenings in low-income patientsDeclining androgen levels correlated with increased frailtyOpinions clash over private equity’s effect on dermatologyPsoriasis patients often have history of childhood traumaClinical pattern may help distinguish pediatric NMN from subungal melanomaHope and hype: Inside the push for wearable diabetes technologyThink about breast cancer surveillance for transgender patientsRobocalls increase diabetic retinopathy screenings in low-income patientsFollow-up care for pediatric concussions not heeded in OntarioTransporting stroke patients directly to thrombectomy boosts outcomesPeanut is most prevalent culprit in anaphylaxis PICU admitsSingle screening for Lynch syndrome beats sequential tests in CRCSurvival worse with alcohol-related HCC, compared with other typesOral SGLT-2 inhibitor reduced liver fat in diabetics with NAFLDAlways get culture in symptomatic children with neurogenic bladderQI initiative reduces antibiotic use in chorioamnionitis-exposed newbornsAre higher rifampin doses for pulmonary TB more effective?Time to HIV rebound in infants off ART linked to birth healthPot legalization tied to drop in opioid prescribing ratesCertifications, training to increase addiction medicine specialistsHIV+ dialysis patients: Differential survival by raceEmerging data help inform immunotherapy for urothelial cancerExcellent prognosis for cystic RCC evaluated with radiologic threshold of greater than 50%Prostate cancer survival similar with EBRT/brachytherapy or surgery, analysts claimFederal budget grants $1.8 billion to Alzheimer’s and dementia researchciTBI uncommon in minor head injuries with isolated vomitingFrankincense extract may reduce disease activity in relapsing-remitting MSOffice-based screen predicts dementia in Parkinson’s diseaseSiponimod trial ‘first’ to show delayed disability in secondary progressive MSFDA approves new option in Hodgkin lymphoma treatmentFDA approves subcutaneous immunoglobulin treatment for CIDPExperts cite five orthopedic tests that physicians and patients should questionStudy finds low risk for jaw osteonecrosis with denosumab for postmenopausal osteoporosisOxygen therapy no advantage in stable COPD with moderate desaturationSingle screening for Lynch syndrome beats sequential tests in CRCThink about breast cancer surveillance for transgender patientsCheckpoint inhibition less toxic than antiangiogenic therapy in NSCLCFDA expands indication for blinatumomab in treating ALLCertifications, training to increase addiction medicine specialistsAlways get culture in symptomatic children with neurogenic bladderProtocol helped identify hospitalized children at risk for VTEQI initiative reduces antibiotic use in chorioamnionitis-exposed newbornsPot legalization tied to drop in opioid prescribing ratesCertifications, training to increase addiction medicine specialistsHope and hype: Inside the push for wearable diabetes technologyCertifications, training to increase addiction medicine specialistsWhy isn’t smart gun technology on Parkland activists’ agenda?Are higher rifampin doses for pulmonary TB more effective?RSV immunoprophylaxis in premature infants doesn’t prevent later asthmaCancer groups offer guidance on musculoskeletal adverse events related to checkpoint inhibitorsRheumatologists push back on feds’ association health plan proposalThe Right Choice?
And it paid off in a big way. The brand … Media mix modeling isn’t only about channels, but content, too. The customer journey can flow both ways—from branded to unbranded, and unbranded to branded. Character limits in search ads make any kind of claim impossible. This week I analyze the options, and offer useful recommendations.Post-approval, disease education makes sense from a patient journey perspective: Patients search symptoms online, seeking contextually relevant info. No longer active as of November 2018; Do you know other unbranded websites? Summary Unbranded disease education is valuable to healthcare audiences and doesn’t demand fair balance, giving you much more flexibility as a pharma marketer—but making a connection to your treatment can be tenuous.. Conversely, branded efficacy and safety information are vital for physicians and helpful to patients when making an Rx decision—but they limit what’s possible … We can’t let a “product-centric” view get in the way of that. In other words, they occupy a small, but lucrative, subset of the entire generic market. In simple terms, Branded generics = manufactered by large-cap pharma companies or their subsidiaries (Pfizer-Watson, Merck, AZN etc) Non-branded generics =anufactureded by generic pharma companies (ex. The unbranded ads are framed as providing information to consumers about life-threatening ailments. They leveraged unbranded communications to feature moms at key moments in the Games; partnerships to drive awareness of key initiatives in the program such as clean-up events in London; sponsorships of athletes to connect their brands to consumers; and direct response to create one-to-one relationships with moms.It was a tremendous campaign that brought global attention to P&G’s product portfolio, and how their products support moms and their lifestyle. Digital is dynamic, and pharma sites are now all about interactive customer service.Pharma websites remain the online hub for all things branded—but advertising within the EHR contextualizes messaging in the exact moment and space where prescribing decisions are made.
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