Healthy Skepticism Library item: 6608

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

Hodnett J.
Targeting consumers
Medical Marketing & Media 1995 Nov; 30:91-92, 94-95

Abstract:

Most pharmaceutical companies now advertise directly to consumers. The goal of direct-to-consumer advertising is to build awareness and market share and it seems to be working. Despite consumers generally positive attitude about DTCA they are becoming more cynical about the content of the information being presented. Products most likely to benefit from DTCA are those for chronic diseases as well as acute therapies with maintenance follow-up, long treatment cycles and seasonal use. About 70% of dermatologists report prescribing Rogaine as a result of patient requests. One trend to watch is direct-to-patient information which focuses on information and stresses disease management rather than specific products.

Keywords:
*analysis/United States/direct-to-consumer advertising/ad recognition/attitude toward promotion/consumer behaviour & knowledge/quality of information/promotion costs and volume/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING/VOLUME OF AND EXPENDITURE ON PROMOTION