Many pharma companies create DTC efforts around a branded product, but plenty of drugmakers go the disease education route, too. So when is the right time to use each? That all depends on the population a pharma is trying to reach, and as Pfizer found recently, sometimes they can be used simultaneously to get targeted messages across to different patient groups.
Reckitt Benckiser recalled about 1.5 million bottles of the cold medicine Mucinex--the brand repped by the love-or-hate character Mr. Mucus--because of labeling errors.
Big Pharma's ads for branded meds generally try to impart inspirational messages and are meant to educate patients about a particular brand, helping them feel more connected to a company or product. But consumers aren't feeling the love, according to a new study from patient advocacy network Wego Health Solutions.
With Januvia contributing billions in critical revenue, Merck has backed its fair share of diabetes education and awareness efforts. But with its latest, the company may give vaccine sales a boost, too.
Almost one-quarter (21%) of respondents in a recent survey said they talk to a doctor about a drug or treatment after watching a TV ad. The survey, taken by pharma analytics firm Treato.com on its website, found that an additional 5.8% suggest the treatment to someone else after viewing an ad.
With Actavis and Ironwood's first DTC campaign for GI med Linzess, the goal was to help patients identify irritable bowel syndrome with constipation (IBS-C) and chronic idiopathic constipation (CIC) by clearly communicating the symptoms. Now that the team is back with its sophomore DTC effort, the goal is to encourage patients to find a solution to their problems. A branded, prescription solution.
The FDA wants to know how price comparisons in advertising affect people's perceptions of drug quality. The agency's Office of Prescription Drug Promotion is planning a new study to assess how diabetes patients and their doctors react to direct-to-consumer advertisements that feature price info.
Any opinions about which new direct-to-consumer TV ads worked best last year? Check yours against the top 10 curated by Medical Marketing & Media.
A couple of geriatrics experts have joined the chorus of recommendations against testosterone therapy. But they're going a step further. They say drugmakers' enthusiastic advertising--which happened to be effective, too--was actually disease-mongering.
Suspicions are confirmed: Pharma's spending on ads took a flying leap last year. By Kantar Media's numbers, direct-to-consumer ad spend hit $4.53 billion in 2014, up about 18% from $3.83 billion in 2013.