Drugmaker Eli Lilly recently discussed with MM&M how it developed its marketing strategy for its first advertisement with pricing details for its diabetes treatment, Trulicity.
Lilly USA Chief Media Officer Lina Shields told MM&M the company attempted to discover consumer preferences about pricing information through targeted market research.
“We were already, as a company, trying to learn from consumers,” Shields said. “First, we were trying to understand the unmet need by asking what do they really want to know about the price and what their understanding would be.”
The final product was an ad which directs consumers to visit a website or call a toll-free number, both of which would provide more accurate pricing data based on insurance, coverage type or lack of insurance.
“Television may not be the best venue to have that conversation [about pricing] and that’s why we are redirecting to [a] website, where that conversation is going to be tailored,” Shields said. “We don’t have to boil the ocean and explain the whole healthcare system to consumers.”
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