Healthy Skepticism Library item: 20091

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Miller BL
Direct-to-consumer and over-the-counter advertising - What do consumers really think?
AAPS Pharm Sci 1999;

Abstract:

In recent years, hundreds of millions of dollars have been spent in a new category of direct-to-consumer advertising-prescription drugs. Spending in the category skyrocketed in 1998, boosted by FDA rule changes that allow television communication to include both brand name and indication. At issue is how well remembered this advertising is and how well it is liked. Research from the Advertising Research Foundation, the industry’s authority on evaluating ad effectiveness, indicates that likeability is the strongest single measure in predicting sales attributable to advertising. The National Drug Advertising Study by CME Health, the healthcare unit of marketing communications agency Campbell Mithun Esty (CME), polled more than 1,000 men and women to determine what is remembered and liked in DTC pharmaceutical advertising. CME Health’s study went beyond previous industry awareness studies to explore consumers’ likeablilty of advertising for 18 prescription drug brands. In addition, CME also conducted an additional study in March 1999, which compared the effectiveness of leading prescription medication advertising with advertising of the top spending over-the-counter medications. The presentation includes information from both of these studies, as well as background information on the state of direct-to-consumer advertising of prescription drugs today, and implications for the pharmaceutical industry as a result of the phenomenal growth of direct-to-consumer promotion.