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How to Add New Media Into Your DTC Marketing Mix
From microsites to magazines
from texting to TV
from billboards to blogs
the range of DTC vehicles you can choose from is tremendous. Many of the new approaches -- such as Web and word of mouth -- may do more to influence how consumers view your brand and whether they ask their doctors for it than traditional television or print ads.
Combining the Best of the Old and New into Successful DTC Campaigns
MP3 Audio File for your iPOD (Archive available 30 minutes after the show).
WMA Audio File for Windows Media Player and other audio players (Archive available 30 minutes after the show).
WAX Audio File for Windows Media Player (Archive available 30 minutes after the show).
Background
The Majority of Consumers Now Rely More on the Web and Word-of-Mouth Than on Traditional Media for Their Health Information.
David Kweskin
Senior Vice President and Practice Area Leader
TNS Brand and Communication Division
TNS
Morgan Lozier
Director, Web Evaluation
TNS Brand and Communication Division
TNS
Some questions:
- With so many options, how can you pick the most effective ones?
- How Can You Assess Their Impact vs. Traditional Channels in Driving Brand Perceptions and Performance?
- How Can You Allocate DTC Budgets to Optimize ROI?
Additional Resources
- none available at this time