- A CMI/Compass study in 2013 suggested a dip in physician support for DTC with less than half (48%) indicating that DTC advertising informed, educated, and empowered patients. And, a slight majority (53%) of physicians who responded to the survey were opposed to DTC advertising.
- 78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate
- Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient’s relationship with a clinician
-TV will continue to dominate DTC spend due to online ad fraud and fraud at point-of-care.
-While only 7% of viewers have asked their doctor about advertised medications TV still generates high awareness.
-TV ads are meant to drive people online, but pharma is dropping the ball with the connection between awareness and conversion.
-Blame lies with DTC marketers who want to “show that they are doing something” and agencies which are great at patting themselves on the back for DTC spots. Continue reading
KEY TAKEAWAY: Target audiences are paying attention to DTC TV ads, but the results are not what DTC marketers want. DTC TV ads increase awareness of new products and lead to visit to pharma product websites, but patients “comparison shop” treatments and even when they ask about/for a product it’s still up to their doctor to determine which one is right for them. Continue reading