More medical devices are expected to come to market in 2013. The enterprises behind these devices will be increasing their ad campaigns as a result. Industry experts also believe that recently approved weight loss drugs will be heavily marketed to patients suffering from obesity and diabetes and to their physicians. But changes in the way consumers interact with medical professionals will prompt enterprises to shift their media mix.
Medical Marketing & Media recently asked industry experts about their predictions for ad trends this year. A number of factors will influence medical marketing. With new medical devices and drugs ready to come to market, there will be no shortage of advertising campaigns. But enterprises realize that consumers are shifting the way they use media and the way they obtain medical advice. For the most part, the new behavior is all digital which means marketers must enhance their online presence.
Deborah Dick-Rath at Epic Proportions predicts that online video and curated content will be big strategies for drug companies and device makers. Dr. Susan Dorfman, CMI/Compas, concurs that consumer preference for non-personal interaction with medical professionals will increase online media use for all parties and open new opportunities for medical marketers to form relationships with them. Because social marketing still poses privacy problems for many drug marketers, Richard Gagnon of Draftfcb believes the industry’s embrace of mobile will result in the biggest media mix change for 2013.
As marketers prepare to promote two new weight-loss drugs, Qsymia and Belviq, and new medical devices, look for more online and especially, mobile, advertising from this sector.[Source: Growth in devices, online video. MMM-online.com. 4 Jan. 2013. Web. 14 Feb. 2013]