DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 21st Annual list of the “Top 25 DTC Marketers of the Year.”
This year’s class will be honored during a ceremony dinner on the evening of April 20th sponsored by PatientPoint, at the 2022 DTC National (part of the Xpectives.Health Summit taking place in Boston, April 19-20th). It includes representatives from more than 15 different manufacturing companies, with each marketer championing both the interests of the patient and brand.
“PatientPoint and I congratulate the Top 25 DTC Marketers of the Year. These industry experts lead by example, always putting the patient at the center of everything they do and achieving incredible outcomes as a result. We look forward to recognizing their accomplishments at the DTC National Conference,” says Linda Ruschau, Chief Client Officer of PatientPoint.
The Top 25 DTC Marketers of the Year for 2022 are…
Kim Abbasi, Consumer Marketing Director, Xeljanz US Marketing, Pfizer
Katie Baldwin, Director, Consumer Marketing, US COVID-19 Vaccine, Comirnaty, Pfizer
Brittany Blair, Head of Patient Strategy & Solutions, US Immunology, UCB
Kelly Bock, Director, Consumer Marketing, Urovant Sciences, Inc.
Alexandra Tudoran, Associate Director, Franchise Marketing & PR, Galderma
Bert Van den Hooff, Project Manager, Janssen Pharmaceuticals
Jaela Williams, Associate Director, Merck
“These elite pharmaceutical marketing professionals are this year’s top contributors to the advancement of patient outcomes via direct-to-consumer pharmaceutical education and marketing,” adds DTC Perspectives Chairman and CEO Robert Ehrlich. “We would like to recognize the faces behind prominent DTC campaigns, because their hard work and dedication to fostering the industry is often not recognized. The awardees were selected from many worthy candidates.”
Established in 2001, the Top 25 DTC Marketers of the Year award recognizes extraordinary DTC marketers from pharmaceutical companies who drive innovation and work towards better patient health outcomes. Marketers are selected based on actual accomplishments, influence on future patient launches or campaigns, or recognized contributions and service to patient communications. The Top 25 festivities include a cocktail party, followed by a special ceremony presented by PatientPoint during our DTC National Conference. Each member of the Top 25 DTC Marketers is also profiled in the annual conference guide publication.
Celebrate with the Industry’s Best
DTC Perspectives offers reserved tables with seating for 10 at the Top 25/Hall of Fame and Advertising Awards ceremonies as well as congrats ads opportunities in our DTC Perspectives Magazine/DTC National Conference Guide, on our website, and in Email announcements. Click here to view awards packages.
DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders, honors a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards are a part of the annual DTC National Conference, on April 20-21; all events are a part of the Xpectives.Health Summit in Boston.
Sponsored by Phreesia, the 2022 Advertising Awards showcase the best marketing and advertising across more than 15 categories. Gold, Silver, and Bronze winners will be announced during the Advertising Awards ceremony held on April 21st.
“Phreesia Life Sciences is excited to participate in DTC National as a Platinum sponsor and to present this year’s Advertising Awards,” said David Linetsky, SVP of Phreesia Life Sciences. “As a leading digital point-of-care company focused on engaging patients in their health, we believe in the power of DTC to activate patients, enhance the HCP-patient dialogue, and improve health outcomes. We applaud this year’s finalists for their innovation and creativity.”
Some media for judging provided in association with MediaRadar.
Our networks, connecting with patients, and our measurement capabilities set us apart from other media partners. InStep Health is the only fully integrated marketing platform combining the power of digital activation programs with a proprietary network of over 250,000 HCPs and 24,000 pharmacies.
At InStep Health, partnerships throughout the life sciences have created 1000+ successful campaigns for over 200 brands in 92 therapeutic categories. The key to success is an innovative philosophy based on solutions encompassing the entire continuum of care with a lens on targeting, exemplary execution, and accurate, meaningful prescription pull-through. This means our massive scale for health marketers and the industry as hyper-targeted initiatives reached more relevant HCPs and their patients.
Services and Offerings: Completely Connected
InStep Health has created an exclusive digital-to-physical continuum that spans patient visits to their physician, local pharmacy, home, and workplace in the ordinary course of maintaining their health. Our approach starts with custom audience models and geolocation data to locate a campaign’s footprint using advanced digital tactics. InStep Health Arrivals provide just-in-time impact, allowing clients to reach their target audience as they enter our network physician offices and pharmacies.
We know engaged HCPs are critical to any program’s success. InStep Health Emails provide a day-to-day connection with HCPs who opt-in to our in-office programs, reaching them in their email boxes throughout campaigns. Added to this is our ability to target opted-in HCPs on a 1:1 basis as they access the internet on work and personal devices.
InStep Health was the first to recognize the pharmacy’s extraordinary effectiveness as a media channel. Our Pharmacy Displays, placed at the shelf in targeted health and personal care aisles of the retail pharmacy, engage consumers as they seek health information. Our aisle-by-aisle targeting approach leverages patient behaviors related to their health conditions.
The Pharmacy in 2020: Reliable, Essential, More Valuable than Ever
The stay-at-home orders from COVID-19 response nationwide interrupted many typical doctor-patient relationships as access to clinics and hospitals were curtailed or discouraged for non-emergency, nonessential concerns, and public transportation was interrupted. So pharmacies became an even more natural and logical healthcare destination. And pharmacies leaned into that responsibility.
As CVS CEO Larry Merlo said in the company’s second-quarter earnings report, “The environment surrounding COVID-19 is accelerating our transformation, giving us new opportunities to demonstrate the power of our integrated offerings and the ability to deliver care to consumers in the community, in the home and in the palm of their hand which has never been more important.”
Pharmacies opened thousands of on-site COVID-19 testing centers and became de facto leaders in transmission reduction for retail stores. In concert with the Department of Health and Human Services, pharmacies expanded vaccine services by broadening the range of vaccinations approved for administration by a trained pharmacist. In hard-hit communities, pharmacies stepped up their telemedicine and delivery options, even launching drone services to minimize contact and spread. Some locations even opened customers’ eyes to the full scope of services for the first time when they applied their compounding skills to make hand sanitizer during shortages.
Our network of 250,000+ HCPs is the largest in the industry and includes all provider types in virtually every medical specialty nationwide. InStep Health’s Professional Education Kits and Patient Activation Bags, delivered throughout network offices, are ideal for educating HCPs, staff, and patients about new or established treatments. They are also a strategic solution for supporting pharma sales forces and overcoming reduced personal interactions with providers.
We employ a flexible platform that utilizes best-in-class data and third-party partners to deliver metrics and insights for every program across whatever channel we execute with our clients. For example, prescription lift and ROI, changes in prescribing at the physician level, physician recommendations and awareness, response to digital ads, and digital audience composition are among the performance indicators measured.
Learnings from a time of uncertainty
Today, we can see clearly that although COVID has accelerated the rate of change in healthcare, many of the essential priorities have remained the same. The role of technology will expand to reach more patients faster to achieve better outcomes. The pharmacy played a distinct role in the pandemic response and emerged as the quintessential essential business. Across all disciplines, health care professionals will require new ways of reaching patients–with a better ability to serve them ondemand and in any setting. Consumer appetite for convenient access to trusted providers will only grow.
We recommend creating adaptive plans using your answers to these questions as a guideline:
Learn more about the InStep Health platform and marketing solutions. A continuum of care. Meet with an InStep Health team member at DTC National or visit completelyconnected.life.
It’s clearer than ever — health inequities exist, and they need to be addressed. So how can we, as marketers and content creators, help bridge the gap? Which methods and strategies are most impactful?
In this Q&A, Verywell’s Chief Medical Officer, Jessica Shepherd, MD, shares her thoughts on creating positive change and evolving our thinking around how health content is created and disseminated to be inclusive for all audiences.
Verywell: What has happened over the past 18 months to bring health inequities to center stage?
Jessica Shepherd, MD: The COVID-19 pandemic shined a strong light on American health disparities — we saw firsthand differences in access to testing, care, treatment, and more across communities and populations.
At the same time, we saw the mighty power of information in narrowing the existing gap. We needed technology and reassuring messaging to empower people and drive them to take action, whether it was getting tested, staying home, wearing masks, getting vaccinated, or seeking help.
These events were eye-opening in these regards. They highlighted existing health inequities and the power — and responsibility — that we, as health information disseminators, have to address them.
At Verywell, we did our part by providing information that was credible, easy-to-understand, empathetic, and relevant — pillars that KR&I, in research sponsored by Verywell, found matter to people in their moments of need.
Verywell: As both a physician and CMO, you have unique insight into this topic. Where do you think publishers and advertisers have the most opportunity to create positive change?
Jessica Shepherd, MD: As a physician, I have countless opportunities to give my patients information that is understandable and relatable, and as CMO I see that opportunity extended to the online publishing space. Over the years I’ve seen changes to where people are getting information and how they’re interpreting it, and unfortunately what they’re finding is not always as relevant as it can be, which makes it less impactful. That is the gap we need to fill.
When we think about “equity,” we know it refers to fairness and justice. Addressing “equity” means recognizing that we do not all start from the same place and adjusting our content accordingly. The process is ongoing, requiring us to identify and address intentional and unintentional barriers arising from bias or system structures, including health-specific barriers like cost of care, lack of culturally competent care, socioeconomic status, race, location, and more. This is how we can create resources that are relevant to everyone.
Verywell’s Anti-Racism pledge, shared publicly, outlines the goal best — we offer a detailed promise to all who visit Verywell, so they may see themselves in the voices and content that are shared. We took this commitment as a first step to driving positive change, to ensure that anyone and everyone feels represented.
Verywell: What steps can publishers and advertisers take to ensure they are properly representing all communities? In other words, what does “getting it right” look like?
Jessica Shepherd, MD: To accurately address the problem, you first need to understand the problem, so it’s important to ask questions and lay the foundation for why this work needs to be done. At Verywell, our first step is always research. We evaluate the existing literature, asking questions like “what is the prevalence” and “who is affected, and why?” We also partner with our Anti-Bias Review Board — a group of physicians, DEI experts, psychologists, and more. They help us gain a deeper understanding of what we don’t know and how we can best address it.
This base-level understanding often naturally leads to solutions that support the real people who are experiencing a health-related issue and seeking answers in their moment of need. For example, if lack of education and awareness are in play, we make sure new and existing content fills that gap. If resources are an issue, we help connect people with leading organizations who are there to help. And if representation is lacking in clinical materials, we’ll make sure to offer specific imagery, voices, and more.
The most important aspect of “getting it right” — the outcome you want to achieve — is making sure that every reader who visits your resources easily finds the credible, relevant, and empathetic information they’re looking for. KR&I, in the same study sponsored by Verywell, found that users are more likely to feel better and take a positive health action when they encounter content that embodies these four factors.
Verywell: What are some of the challenges in making sure everyone is represented in online health content?
Jessica Shepherd, MD: Most challenges relate to one simple truth — we don’t always know what we don’t know. Representing “everyone” is a complex task, which is why research, partnership, and highlighting diverse voices is so important to “getting it right.” The health inequities affecting different communities require attention and detail and collectively we are stronger, can learn from one another, and can all help each other live healthier lives.
Related to that, we’re working towards changing how content has been written for a long time. As with any change, it’s important to maintain a caliber of curiosity and openness to learning what matters to different groups of people. The more we can put a human lens on our users’ needs, the better we can meet them where they are and humanize their health experience.
Verywell has one specific purpose—to help others feel better and more empowered about their health. To learn more about Verywell’s approach to addressing health inequities online, or for more information on partnership opportunities, contact us at firstname.lastname@example.org.
WHILE “NEW” MAY SEEM AN OXYMORON FOR A COMPANY THAT IS NEARLY FOUR DECADES OLD, IT IS TRUE. HERE’S WHY:
Today, the pace of change in healthcare communications is not just fast, it’s hyperspeed. The brand marketing plans of just two years ago are more than out of date. As the world evolves beyond the pandemic crisis phase in the US, pharma brand marketers are evolving the way they reach physicians and patients. Every day. And, at Health Monitor, so are we.
In the first six months of 2021, we introduced three new products – all digital offerings – to reach both physicians and patients in new ways. These products are, of course, a complement to the award-winning existing communication platform we have built in our industry-leading largest physician office network of over 200,000 offices.
In addition, during the first six months of 2021, we added several key new senior leaders across the organization – from network sales, industry sales, marketing, and data analytics and technology. All the investments are in the service of continuing to build our platform, serve our physician office and brand marketing customers, and continue to further enhance our offerings.
Some things, though, have NOT changed.
Our commitment to bringing the highest quality, bespoke educational content to patients and physicians through our in-house content studio and our own medical advisory board of leading KOLs across virtually every specialty remains unchanged.
Our company values of transparency, initiative, and teamwork remain unchanged. Transparency means we always do what’s right in support of that physician and the patient communication in the exam room. Every time.
Finally, we are in a business that demands transparency and accountability. That’s why all our marketing programs come with our industry-leading ROI guarantee and measurement.
I am immensely proud of our four decades of history. Our products. Our people. I am very excited about our future, with the major investments in people and new products. I believe strongly in the #HealthMonitorDifference.
Healthcare marketers who target consumers by age, gender, race, and ethnicity, or income, are potentially over-spending on media and missing a key to unlock both motivation and action.
That’s because our current marketing and advertising ecosystem is built on demographic targeting instead of what consumers think.
For decades, marketers have been limited to media buys such as radio and television ads targeted based on audience age and gender. It’s possible to reserve ads in time slots which attract adults at least 65 years of age, for example, or in programming aimed at women between the ages of 25 and 34.
Who’s to say that the women within either of those groups hold a core set of common beliefs which influence how favorably they will respond to a particular message?
Thanks to attitudinal research, we now know that they don’t.
Marketers who want to stand out can gain a competitive advantage by accessing insights uncovered by our research showing that age, gender, race and ethnicity, and even income are transcended by shared attitudes that have no demographic distinction. These powerful beliefs, if understood and used as the foundation for segmentation and personalization, can transform any brand.
Here are the top four things attitudinal segmentation makes possible.
Reach the right customer, with the right message, at the right time
Of course, every marketer knows the importance of reaching their target audience with an appealing message at a time when it will motivate them to take action. What isn’t as obvious is the attitudes and beliefs which need to be addressed in these messages and how target audiences break down in terms of holding common beliefs.
That’s where attitudinal segmentation marketing research shines.
LAVIDGE, which serves numerous healthcare industry clients, conducted a nationwide survey in early 2020 and amended in May 2020, to learn the attitudes of healthcare consumers and define segments that share those attitudes—pre-pandemic and during the ongoing COVID-19 situation.
The “LAVIDGE Healthcare Industry Marketing Report” revealed four distinct attitudinal segments which bubbled up to the top based on survey responses.
The study uncovered four key healthcare consumer segments:
Team Players – like and trust their doctors and are confident in the healthcare system.
Bystanders – are intimated by the healthcare system and healthcare providers.
Crusaders – feel that everyone should have equal access to quality healthcare.
Boss – conducts their own healthcare research and challenges their doctors.
In the process, LAVIDGE uncovered six insights tied to how motivating beliefs impact healthcare consumers’ decisions on how they do or don’t interact with healthcare providers.
The segments, combined with the additional insights, have proven to be an invaluable resource for serving the needs of numerous healthcare industry clients, which has grown since LAVIDGE published its findings.
Optimize budgets through better targeting
It’s important to note that LAVIDGE didn’t know going into its study how many segments would bubble up or which attitudes would be most common among respondents who answered a series of thought-provoking questions.
Once the four segments revealed themselves, however, it became clear that all of them exist across all demographic criteria, with slight skews for different segments.
The revelation that shared attitudinal segments do not adhere to demographic criteria turns traditional healthcare marketing targeting strategy on its ear.
LAVIDGE learned that healthcare consumers respond to content that resonates with them emotionally and aligns with their beliefs. This gives healthcare marketers a significant leg up on the competition.
While others are busy crafting messages for audiences with common characteristics (whose core beliefs about healthcare are not necessarily aligned), marketers with attitudinal segmentation insight can launch laser-focused campaigns based on what makes healthcare consumers tick.
Better targeting leads to more efficient budgeting, which makes it possible to get the most out of marketing funds allotted to each campaign.
Improve media efficiencies
Knowing what makes an audience tick can make knowing where to reach them easier.
What types of media will reach them?
Do they drive or use public transportation?
What mix of traditional and new media will be most likely to not only be seen or heard, but to make an impact on them?
While our survey didn’t ask these questions overtly, knowing what healthcare consumers in each attitudinal segment believe about a variety of lifestyle choices makes it possible to choose media with messages aligned with those core beliefs.
And when marketing messages resonate with the intended audiences, improved media efficiency isn’t far behind.
Inform opportunities across the organization from product development to customer service
Marketing isn’t the only department which can benefit from seeing a clearer picture of what motivating beliefs drive the business’s consumers to action.
In fact, the more departments that can be made aware of what will attract and retain patients and clients—as well as what will turn them away—the more effective each organization can be in implementing effective strategies companywide.
After all, being consistent in what is promised all the way from the first touch in a multi-touch marketing campaign to the actual service—and if applicable—clear through to any follow-up satisfaction surveys following service, is a sure way to bake authenticity into your brand.
Meet LAVIDGE: We specialize in discovering and communicating insights which engage, motivate, and inspire. Our clients—in health care, real estate, education, technology, sports marketing, personal care, food service, and other public and private industries—count on us to make a difference. From brand awareness to lead generation and improved sales, to positioning them as thought leaders and enhancing perceptions, it’s what we do. And we’ve been doing it successfully since 1982. Intrigued? Visit LAVIDGE at 2777 E. Camelback Road in Phoenix, Ariz., online at LAVIDGE.com or get social with us on Facebook, Twitter, Instagram and LinkedIn.
To encourage women to take an active role and have more open conversations with their gynecologists, the Centers for Disease Control and Prevention (CDC) launched a new web series, Under the Paper Gown. The six episode series will feature comedian Amber Ruffin and her sister Lacey Lamar, showcasing Amber’s growth “as she gains the knowledge and confidence to speak openly with her OBGYN,” as per the news announcement.
Leveraging Ruffin’s relatability and comedic star power, the campaign uses levity to help women overcome the awkwardness many may feel when it comes to gynecological health. The agency behind the work, Ogilvy DC, transforms the paper gown into a “symbol of strength and confidence” for women everywhere.
As stated in the news release, “Libby Dwyer, Group Strategy Director for Ogilvy DC, said: ‘Feeling awkward and uncomfortable, even at the best of OGBYN checkups, keeps women from speaking openly about their health. We found that if we can lean into laughter as an antidote to awkwardness, and put more women at ease about understanding their health, we can unlock more positivity and conversations about gynecological health.'”
To address issues of health disparities and advance health equity, the CDC Foundation and its partners pledged over $30 million in support to more than 150 community-based organizations (CBOs) “to promote COVID-19 vaccinations and reduce the disease’s burden.” As noted in the news release, “CBOs are uniquely positioned to provide culturally appropriate and community-tailored information about mitigation measures, including the importance of vaccination.”
“This funding will support CBOs across the country to engage with local partners, including their state and local health departments, to address vaccine-related concerns, develop innovative and culturally appropriate communications strategies, and promote timely vaccination both for the COVID-19 vaccine and the seasonal influenza vaccine. The work of CBOs receiving support may include developing vaccine resources, hosting community events, engaging in neighborhood-level outreach and managing local communication campaigns, among other activities,” shared the press announcement.
The Asian American Advertising Federation (3AF) has partnered with the Ad Council and the COVID Collaborative to create an innovative, new campaign aimed at educating Asian Americans with “information and resources they need to make informed decisions about getting vaccinated against COVID-19,” stated the news release. Launching this week exclusively on Asian media in the US will develop and produce “culturally relevant, in-language” content.
As part of the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative and the “It’s Up to You” campaign, :30 and :60 second spots have been created in multiple languages (English, Korean, Filipino/Tagalog, Hindi, Hmong, Vietnamese, Cantonese, and Mandarin) to provide information on vaccine eligibility and availability, efficacy, and safety.
As stated in the news release, “Indrajit Majumdar, 3AF President, said, ‘At 3AF, we believe in the power of Asian American media. They are a critical conduit to our Asian American community. [After all], they know best how to reach their viewers, listeners, subscribers, and readers. What better way to produce targeted campaigns to reach the various Asian segments on this incredibly important vaccine initiative than using the expertise and the voice of Asian media? It was a great, strategic collaboration with our friends at the Ad Council, COVID Collaborative and our media members, and we look forward to future efforts.’”
The first vaccine for COVID-19 was approved by the FDA on Aug 23, 2021. The Pfizer-BioNTech vaccine will now be marketed as Comirnaty for those aged 16 and older. For those aged 12-15 years as well as immunocompromised individuals needing a third dose, the vaccine is still available under emergency use authorization (EUA).