April 2019 Cover

Click here to read the full April 2019 digital edition.

Received wisdom is that advertising is dying – especially on TV, where shifting media consumption habits have driven audiences online and to ad-free streaming services. But over $6 billion is still spent on DTC ads every year. Similarly, TV outperforms other media investments, while brands continue to increase their DTC spend on the medium year over year. Magazines, newspapers, radio, and out-of-home also play an effective part in the modern DTC media planning mix.

MM&M’s first-ever issue devoted to healthcare media measures the effectiveness of paid advertising, highlights best-practice case studies, and assesses the value media agencies add to brands in a programmatic world. It also presents all the essential data on DTC ad spend.

The numbers

A comprehensive breakdown of DTC spend by media type, channel, program, company, and brand.

Media’s moment of truth

Until recently, health-first media agencies didn’t have to make a case for their utility; their seat at the table was never in any real peril. Pharma turned to them time and again, because that’s what it always did. But now that programmatic buying has automated the purchase of TV and digital ads, media firms find themselves grappling with obsolescence. How are they adapting to the new technological world order?

Media brands

Despite skepticism about the effectiveness of advertising, pharma companies spend more than $6 billion on it every year. How are media companies demonstrating their effectiveness and updating their offers to prove their value? MM&M talks to leading media owners such as People (which has owned the print DTC space for years) and NBC (which is reducing the amount of ads it airs and introducing formats such as Prime Pods to let advertisers reserve space for a higher cost at the beginning or end of shows, when viewers are more likely to be hooked). MM&M also checks in with challenger brands chipping away at the market leaders’ preeminence.

The rules

As the FDA prepares to make changes to its fair-balance rules, MM&M spells out in comprehensible bite-sized language the new law of the land. The story will demystify how the FDA regulates the DTC ad space and provides the framework within which pharma brands must work creatively. How will the revised regulations open new pockets for creativity within the context of oft-derided DTC ads? And how might calls for disclosure of pricing information in TV ads force pharma’s hand?

DTC ads 2018-2019: Best in class

MM&M presents the case studies that represent the cutting edge of DTC pharma advertising across all main media channels, displaying top-grade creativity, strategy, and planning.

HCPS are consumers, too

According to one media A-lister, three of the most-watched TV programs by HCPs are Dancing With The Stars, Dancing On Ice, and cricket broadcasts. MM&M’s exclusive SERMO survey unlocks the media-planning secrets behind the TV consumption habits of the HCPs pharma marketers want to reach, whether in the office or their living rooms. The story will be supplemented by a video or podcast interview with a top media planner explaining the strategy and tactics behind effective activations.