DTC mistakes cost marketers millions

Share this article:
The two most common—and costly—mistakes in executing DTC campaigns are using poor-quality copy and setting inappropriate budgets, according to David Kweskin, SVP and practice area leader, advertising and brand performance for TNS, who also slammed the commercial wisdom of disease-awareness ads.

Kweskin, who addressed 500 delegates at the Pharmaceutical Marketing Research Group annual national conference in Las Vegas on March 19, demonstrated a model for a drug that would require $50 million in DTC spend to achieve 40% awareness using ads with “average-quality” copy. Based on TNS research, a 20% “improvement” in the copy quality would require $15 million less to achieve 40% awareness. However, a 50% “reduction” in copy quality would require $35 million additional spending. “Good copy is worth millions,” he said.

Kweskin also stressed the necessity for proper analysis to avoid costly mistakes with setting DTC budgets, demonstrating how the competing criteria on which budgets can be based—such as revenue, profit, ROI and incremental ROI—can produce wildly different levels of suggested DTC spending.

Kweskin also suggested that launching a disease-awareness effort before a branded campaign does not make good commercial sense.

“From a measurement perspective, it is a mistake,” he said.

Share this article:

Email Newsletters

More in News

Five things for pharma marketers to know: Thursday, August 21

Five things for pharma marketers to know: Thursday, ...

An Ebola survivor is set to leave Emory University Hospital, but the cause of the cure is uncertain, the FDA has approved a new type 1 diabetes test, and the ...

Sanofi expands Gaucher disease portfolio

Sanofi expands Gaucher disease portfolio

The oral medication Cerdelga joins Cerezyme in its Gaucher disease arsenal. Sanofi expects the drug will be priced "on par" with Cerezyme, which goes for around $300,000 a year in ...

Amicus seeks to upset Fabry market

Amicus seeks to upset Fabry market

Phase-III tests indicate patients may be able to switch from injectable enzyme-replacement therapies, like Fabrazyme, to the firm's oral drug.