Media has and always will be a terrific way to inform and guide this dialog. We’ve all seen successful direct-to-consumer TV and print ads that have raised awareness and educated millions of people about healthy living. Ads with the same intention can now reach people via the internet, mobile devices and other digital technologies.We’ve found that regardless of the medium, messages resonate the most with the patient/consumer if the information is received at the right stage of their patient journey, makes an emotional connection, and provides something of value to them.DTC advertising has even helped patient adherence because they were educated about the benefits of staying on their prescribed medication.

Yes! There are endless opportunities emerging from the handheld digital space–tablets, mobile applications, and QR codes. Most people are on-the-go and rely on mobile devices to give them instant information, 24/7. Plus these devices are always near and always on.I am also excited about an Internet metric called Attribution Modeling, which allows us to gather data beyond the last ad clicked. It takes into consideration all Internet activity and touch-points that contribute to the success of a campaign.There are many mobile tools and Internet applications, which we can build that are relevant to a patient’s treatment journey. To be successful, these innovations must address the needs of patients/consumers and be SMART (specific, measurable, achievable, relevant and time-bound).

We reach our key audiences in ways that our clients can build relationships and provide value to them. We target patients and consumers within the natural rhythm of their lives by using a channel-neutral approach to our planning.This means we like to reach them at multiple touch-points whether they’re surfing the Internet, at point-of-care in the pharmacy, watching their favorite TV show, or checking the weather on their cell phones. Our plans also explore content outside of health, such as routine lifestyle activities.