KEY SUMMARY: According to a survey by Princeton Research Associates for PhRMA only 11% of all adults has asked for an advertised prescription medication and only 38% have talked to a doctor about an advertised medication.
1ne: DTC ads still serve a purpose to educate patients, but we can’t make an assumption, based on this research, for ALL health conditions. DTC may be more effective for certain health conditions and or current patients taking branded medication who may be thinking of switching branded medications.
2wo: It has been my experience, quantified via research, that more people are going online once they become aware of new treatments for health conditions. They are particularly interested in side effects (safety) and cost (coupons).
3hree: This research fails to take into account the role of nurse practitioners who may switch or prescribe medications via a request from a patient via eMail.
4our: TV ads are still the number one channel to generate awareness, but pharma is failing to complete the conversion because of poor sell through marketing.
5ive: With only 14% receiving the medications they asked for pharma is devoid of ideas to ensure patients get the medications advertised. This could be due to insurance issues and the desire to save money.