- U.S. adults, internet use for health information is vast and growing; 8 in 10 adults say they use the internet for health and wellness purposes, an increase of 13% since 2015. (Source: Kantar)
- Ttwo in five ailment sufferers have seen or heard healthcare advertising on the internet or on a mobile device within the last year. (Kantar)
- Among the 61% of patients who had researched prescription drugs online in the past 12 months, 34% had requested a specific prescription drug at least once.
Among patients who had requested an Rx, 25% were prompted to do so by a TV ad and 25% by ads seen online. (DRG)
- An average 80 DTC ads air every hour on TV (Axios)
KEY TAKEAWAY: For DTC marketers, TV is king and will continue to dominate most DTC budgets. 771,368 DTC ads were shown in 2016 , the last full year for which data is available, an increase of almost 65 percent over 2012. TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time. Continue reading
KEY TAKEAWAY: TV is still the number one channel for healthcare, but more and more consumers are going online to “get answers”. Continue reading
According to Kantar Media’s annual physical segments 60% of patients had a physical last year. The problem is that this statistic varies widely by age group and income. We also have to remember that some people believe they had a physical last year when in fact it has been several years since their last physical. Continue reading