DTCA Archives - Inspire Corporate

Can We Have Your Attention, Please?
Patient engagement

Can We Have Your Attention, Please?

Can We Have Your Attention, Please? By Heather Holder and Odin Soevik Internet users have a lot of experience in ignoring online advertising. The term “banner blindness” appeared around 1998 to describe online users’ acquired ability to ignore most banner ads as irrelevant to them. That’s 21 years of practice. Presumably, as new forms of advertising are developed, audiences have only gotten better at recognizing ads, and, if average click-through rates are a measurement, overlooking them. The Role of Personal Relevance Human brains are designed to perform “selective filtering,” attending to what is immediately relevant and [...]

Real World Evidence Substantiates the Audience Quality of Inspire’s Membership

Real World Evidence Substantiates the Audience Quality of Inspire’s Membership By Odin Soevik With spending on direct-to-consumer digital advertising at $343 million in 2017, pharmaceutical companies want to know that their money is spent to reach the right patients and caregivers at the right time.1 Reaching a quality audience has been the challenge for online advertising. But now, companies have access to Real World Evidence (RWE), from electronic health records to patient claim records and other “big data” extraction. RWE is being coupled with marketing strategies to determine audience quality.2 Recently, a digital agency for a major [...]

Patient-Centricity, Health Literacy and Pharma

Patient-Centricity, Health Literacy and Pharma According to an IBM white paper, “Patient-centric models put the needs of the patient first, but require greater patient responsibility and accountability.”1 This is a challenge. Making the best possible decisions about one’s health requires a set of skills and resources that about 90 million people - nearly half the US adult population - lack.2 What is health literacy? Health literacy is “the degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions,”3 which is a simple way to [...]