SOURCE: Cutting Edge Information

Cutting Edge Information

December 08, 2016 07:53 ET

Digital Marketing and Direct-to-Consumer Advertising is a Growing Component in the Pharma Industry

RESEARCH TRIANGLE PARK, NC--(Marketwired - December 08, 2016) - Contrary to initial misgivings about digital and social channels, they have become an increasingly popular part of healthcare companies' marketing mixes, according to research from Cutting Edge Information.

Many life sciences companies are resorting to websites, social media and mobile technology to distribute both branded product information as well as disease state education for key patient groups.

According to the study, Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing, social networks are becoming highly influential for healthcare companies. Pharmaceutical and biotechnology firms, among others, have established a presence on popular sites including Facebook, Twitter and YouTube. Companies are also investing money into search and banner advertising methods to reach potential customers.

"Direct-to-consumer advertising is particularly useful for US brands as they reach out to consumers," said Adam Bianchi, senior director of research at Cutting Edge Information. "These marketing campaigns include TV, print, radio or other mass media forms of advertising to reach the patients directly, instead of the healthcare professionals."

Often, these campaigns spark product conversations between targeted patients and their doctors. However, DTC campaigns can be costly and difficult to execute. Companies must be aware of ever-changing FDA regulations concerning DTC advertising as well as identify what messages and media best reach their targeted demographic.

Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing, available at, provides signposts, key budget benchmarks and staffing metrics to help guide pharmaceutical brand commercialization strategies and resources. Report highlights include:

  • Detailed medical affairs, market access, marketing and commercial resource brand expenditures from pre-clinical development to two years after product launch
  • Data on staffing brand commercialization committees and timing of specific brand activities and assessments
  • Profiles of more than 20 pharmaceutical brands for early brand development, late-stage brand development and post-launch support

For more information about this study or other pharmaceutical brand management services by Cutting Edge Information, please visit

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