How pharma brands determine the media mix for DTC marketing

Marylyn Donahue

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Just as branded products move away from broad, blockbuster programs to more targeted, niche treatments, pharma companies are slimming down, and being forced to act more like consumer-focused marketing organizations responsive to the particular (but often divergent) needs of their patients.

“A media mix is the only way to ensure reaching all sufferers of a particular ailment,” reports Michele Deutschman, VP/strategic partnerships & business development, Kantar Media/MARS Consumer Health.

Michele Deutschman, VP, Kantar Media/MARS Consumer Health

It is a strategy followed by top pharma brands, even where the overwhelming choice for direct-to-consumer (DTC) marketing is television. “When you look at...

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