Redefining DTC Advertising in a Fragmented, Digital Landscape

Health Union

The way people consume television – and advertising – is changing, quickly. When reaching people living with chronic health conditions, the complex and fragmented media landscape, along with fragmented attention spans, creates challenges for pharma marketers who are trying to drive awareness and interest in their brands.

For pharma marketers, relying solely on TV no longer achieves the awareness it once did, especially as consumers continue to invest more time watching programs on services with little to no commercials, such as Netflix and Amazon Prime. In fact, TV advertising alone misses half of the audience.

People living with chronic conditions are gravitating more towards streaming services than cable TV because of the desire to watch on their own terms. When considering where to spend your pharma marketing dollars, does your strategy account for these changing habits?

Read more about redefining DTC advertising, or download Health Union’s recent webinar conversation that will help you:

  • Understand media consumption trends of people living with chronic conditions–from millennials to baby boomers.
  • Gain insight into when and where your audiences are paying attention and how to break through multi-device media clutter.
  • Learn how to optimize your advertising investments and meet patients where they are on their own terms.