- Astra Zenica has been promoting Tagrisso via Twitter with an embedded video, but unless the awareness of the product is high it may be a waste of money.
- The video is eye-catching but…
- Follow up research with patients who were on therapy found that less than 2% of patients said that DTC ads were the primary factor in asking for a specific therapy.
- The number one driver was recommended from HCP followed by online research and feedback from social media.
- Patients said they “don’t pay attention to drug ads” because they are too repetitive and don’t address their needs.
- Pharma websites continue to rank low on “meeting my needs” from online health seekers.
- DTC advertising is designed to provide scientifically-accurate information to patients so that they are better informed about their health care and treatment options.
- There is never any requirement or obligation for physicians to prescribe a particular medication, as was confirmed by 91 percent of physicians in FDA’s survey.
- Beyond increasing patient awareness of disease (including undiagnosed conditions) and available treatments, DTC advertising has been found to increase awareness of the benefits and risks of new medicines and encourage appropriate use of medicines.
- In addition, DTC encourages patients to visit their doctors’ offices for important doctor-patient conversations about health that might otherwise not take place.
KEY TAKEAWAY: AbbVie is airing DTC ads for a disease state site on endometriosis in preparation for the launch of Elagolix. The site and the commercial are both well done and provide a resource for women living with endometriosis. Continue reading
KEY TAKEAWAY: Alexa’s monthly users have increased by 325 percent in 2017, equivalent to 2.8 million users. At the same time DRG reported that 1 in two people have gone online for health information. The DTC playing field is changing, but can pharma marketers align their organizations to take risks? Continue reading
KEY TAKEAWAY: Today DTC TV ads drive people online to learn more so drug marketers need to make it easier for their targeted audience to remember drug names that are too often hard to remember and spell. Continue reading
KEY TAKEAWAY: Assuming that consumers “tune out” or “tune in”risk information via DTC TV ads ignores one important aspect: consumers are not going to run to their doctor after seeing a DTC TV ad. Continue reading