Consumers do pay attention to DTC ads for prescription drugs. A study by the Pew Research Center found that 72% of adults have seen a DTC ad for a prescription drug in the past year. Of those who have visited a DTC ad, 57% said that the ad made them more likely to ask their doctor about the drug.
Addressable TV is a new form of TV advertising that allows marketers to target specific households with ads based on their demographics, interests, and viewing habits. This contrasts traditional TV advertising, which delivers the same ad to everyone watching a particular show. Is it suitable for DTC marketers?
Direct-to-consumer (DTC) prescription drug advertising is a controversial topic. Some people believe it helps patients become more informed about their treatment options, while others believe it leads to over-prescription and inappropriate use of medications.
In a recent issue of JAMA Network Open, Aaron Kesselheim and colleagues published the results of a study showing that some of the most heavily advertised drugs are essentially no better at treating disease than other options. Almost two dozen complaints submitted to the FCC focused on the number of pharma ads on TV, with consumers arguing that there were “simply too many.”
I could argue strongly that patients have changed how they make healthcare treatment decisions based on what happened over the last three years. Research found that 61 percent of participants trusted the pharmaceutical sector, but despite this increase, the pharma sector is the least trusted subsector of healthcare. The question then becomes, “do people trust DTC marketing?”.
The most important job of any DTC team is selling DTC internally to people who need help understanding its importance. Our job is to educate the skeptics by helping them understand how and why people are making treatment decisions. Here are some helpful pointers.
(Fierce Pharma) A fresh slice of data from Standard Media Index suggests that might be the case, revealing spending on linear TV fell for the first time in years and that digital’s share of the media mix passed 50%. Here are the reasons for the decline.
The path between awareness and getting an Rx for an advertised brand is becoming increasingly complex. Reach, and frequency is irrelevant in an age when insurance companies and PBMs dictate what they will cover. DTC marketing can be effective, but it has to provide more answers instead of leading to questions.