For years, network TV and magazine advertising have grabbed the largest portions of pharmaceutical firm (direct-to-consumer) DTC marketing. But as marketing budgets drop and new technologies develop, pharmaceutical firms are looking for alternative ways to effectively reach their target audience. The change in strategy, according to Cegedim Dendrite's 2009 U.S. pharmaceutical direct-to-consumer (DTC) marketing survey, is leading many companies to explore relationship marketing and online advertising.
Specifically, the survey reveals plans to increase spending on the following programs by pharmaceutical firms:
- Relationship marketing 69%
- Loyalty co-pay cards 66%
- Web sites 68%
- E‑mail 59%
- Search engine optimization 50%
A key recommendation from Cegedim Dendrite is for pharmaceutical firms to choose their loyalty co-pay card partners carefully. A successful program on that front can "build lasting relationships with patients."[Source: Cegedim Dendrite release, May 2009]