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Social media influencers became de rigueur in consumer marketing almost as quickly as they became a public phenomenon in the first place. All sorts of well-known brands have jumped on the bandwagon: Sprint, Lagavulin, Old Navy, Fiji Water, pretty much any clothing or beauty brand, on and on. If a consumer brand isn’t partnering with someone on Twitter or Instagram, they might seem to the average civilian, or at least the average teen, a bit out of date. 

Of course, we can’t do that sort of thing in staid, slow-to-adapt pharma. Can we?

“The DTC Attitudes, Behaviors, and Preferences Survey” shows that patients are becoming increasing disengaged with DTC advertising despite spend by pharma increasing.