Are you in sync with the DTC media re-mix?
In our more economically conscious society, consumers are making educated buying decisions. While there will continue to be patients that immediately request a doctor’s appointment at the onset of the slightest cough, there are many patients that overlook their symptoms when they are weighing medical expenses with utility bills. Yes, it can be argued direct-to-consumer (DTC) advertising disrupts the meditative process between patient and physician. However, there is something to be said for how these ads induce patients to visit the physician in the first place and help patients realize that there are treatments out there for their symptoms that can give them a better quality of life.
Regardless of what side of the fence you stand on, DTC is going strong and has proven its efficacy in both pharmaceutical and medical device industries. Although traditional direct-to-consumer TV and print ads still remain a powerful medical marketing tool, many of today’s top DTC ad spending brands are reducing their traditional budgets and re-allocating them to more intelligent promotional investments in digital, mobile, and social media marketing. This new media mix is catching on and allowing the medical market to tap into consumers with always-on connectivity.
The following strategies can help you get in sync with the DTC media re-mix:
- Craft touchpoints around natural patterns of awareness, investigation, and involvement.
- Choose digital channels where consumers and brands are most likely to converge.
- Continue the conversation by empowering consumers and brands to engage on their own terms.
Consider the number of medical devices that are being developed to sync with smartphones. Then, take into account the growing number of people who use smartphones every day, multiple times a day. This is where digital and medical converge. The time is now to invest in targeted, focused, relevant channels that can return a greater value than traditional forms of direct-to-consumer advertising.
DDA Medical can help you get in sync with the new direct-to-consumer marketing trend. Using the strategies mentioned above, we will work with you to identify touchpoints and choose the right digital channels. Or, if you have already laid the foundation, we can design your ad and craft the content that will start a conversation and enable that conversation to be continued as consumers convert into patients with appointments. Contact us by phone at 215-355-6442 or email at firstname.lastname@example.org.