92% of consumers say they trust word-of-mouth recommendations, less than half trust paid ads in traditional media outlets. The trust in these ads has declined by more than 20% since 2009 according to Nielsen. Those DTC ads that run over and over are in fact becoming less effective and unless DTC marketers get their heads out of their asses they are going to be spending more time trying to play with number to show their ads are in fact effective.
DTC marketing needs Linchpins. These are people who are willing to put in the time to win over the organization and loose the love to do what is best for the brand and patients. They need less of people who sign off on things because it’s the path of least resistance. They need emarketing people who have usability data on their current website and can show that investing in the Internet is actually driving brand objectives.
First, online communities are not right for ever condition and for ever target audience. I would make sure that my audience is interested in hearing from other patients and that they would find value in what they had to say. Second, remember that the objective of the online community maybe a place where people can share their experiences. Pharma’s role is twofold: moderate the board to ensure it stays compliant with FDA guidelines and use the brand to bring people together; act as a facilitat