KEY TAKEAWAY: In a test of two markets for a new diabetes drug the market with TV, in the overall mix, scored higher in awareness of our target audience. Our conclusion was that DTC, via TV, is essential for awareness of new products.
TV ads
KEY TAKEAWAY: DTC TV ads are effective in driving awareness of new Rx products, but to sustain growth marketers need to think multi-channel and measure key product messages with their target audience.
KEY TAKEAWAY: DTC marketers who allocate the biggest part of their DTC budget to TV are living in the past and don’t understand how consumers are making healthcare decisions.