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Pharma DTC ads not working like before

UnknownKEY TAKEAWAY: Consumers are not paying much attention to advertising today and among advertisers and ads they mistrust the most are DTC ads.  Are marketers going to continue to waste money with ineffective ads or are they going to fight to get it right? Continue reading »

Dear AMA: You’re wrong about DTC marketing

UnknownKEY TAKEAWAY: The American Medical Association today called for a ban on direct-to-consumer advertising of prescription drugs, with physicians suggesting that TV and magazine ads could be contributing to the rising cost of expensive treatments however, they are wrong and need to look at the facts.
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Testosterone Therapy: Over promoted ?

An estimated 50% of men have histologic evidence of BPH by age 50.  However one of the biggest complaints of aging males is both the loss of energy and lower sex drive.  Is testosterone therapy the answer and are the current DTC spots that are running for testosterone therapy making promises that aren’t proven by clinical evidence ? Continue reading »

Majority of physicians believe DTC ads should be cut back

CMI Compass StudyThis week the FDA announced their plan to conduct a new survey focusing on physicians and other healthcare professionals to understand the effect that direct-to-consumer (DTC) pharmaceutical advertising has on their prescribers’ behaviors; as well as gain their perspective on whether or not DTC drug marketing results in inappropriate requests for prescriptions or an overestimation by patients of their efficacy. As this announcement generated much curiosity with our media teams and our many clients, CMI/Compas decided to field their own ByDoctor Pulse study focusing on physicians perceptions of DTC – surveying both primary care and specialty physicians. Perhaps the responses here can serve as leading indicators for what’s to come… Continue reading »

DTC advertising helps educate consumers and physicians

clapper with handsAccording to the Coalition for Healthcare Communication “A recent study released by the National Bureau of Economic Research (NBER) states that although consumer-directed drug promotion increases utilization and thus overall drug costs, it also helps to educate consumers, induce physician contact and promote adherence.”  In other words those who believe DTC ads drive patients for drugs they don’t need may not be 100% correct about the value and impact of DTC ads. Continue reading »