Adweek has an in-depth article on the evolution of consumer-oriented pharmaceutical marketing. Given that measured DTC spending declined from a peak of $5.4 billion in 2006 to $3.5 billion in 2012, the industry has already been moving away from mass market product-oriented advertising towards value-added, relationship-oriented marketing. Big Data will enable this next wave but, as usual, regulations regarding industry promotional activity lag the technology.
One of the major thrusts of the new approach is an increased focus on patient adherence programs. As we discussed in our recent white paper on the “utilization plateau,” adherence is one of the two most promising strategic options for ensuring continued sales growth in an increasingly challenging U.S. pharmaceutical market.