Consumer Rx Drug Ad Spending Up 25% for Second Quarter
November 03, 1998 8:26 AM
NEWTOWN, Pa.--(BUSINESS WIRE)--Nov. 3,
1998--Second-quarter spending on direct-to-consumer
advertising (DTC) of prescription drugs increased 25%
from the same time period in 1997.
The upsurge was partially driven by the launch of several
new campaigns, according to the pharmaceutical
consulting firm Scott-Levin.
New DTC ad campaigns included: Merck's Propecia,
indicated for male pattern baldness; Zeneca's Zomig, for
migraines; Eisai's (co-marketed by Pfizer) Aricept,
indicated for Alzheimer's disease; and Rhone-Poulenc
Rorer's Nasacort, an asthma therapy.
What audiences remember
According to Scott-Levin's Direct-to-Consumer
Advertising Audit, in the second quarter, ads for
Propecia and Viagra were in the top 10 for unaided
physician recall. Viagra was among the top 10 for
unaided recall by consumers, but Propecia did not make
the list.
Although Viagra did not have an ad campaign during the
second quarter of 1998, it benefited from significant
media attention. Both physicians and consumers
mentioned that they read or heard about the product
most often through media coverage.
When shown pictures of the Propecia ad, approximately
one-third of consumers correctly recognized the
product, whereas 65% identified the ad as Rogaine. On
the other hand, when physicians were shown a picture of
the Propecia ad, it was identified correctly 91% of the
time, and recalled as Rogaine only 7% of the time.
Patient discussions and drug requests
In the second quarter of 1998 just over half of the 3,000
physicians surveyed reported an increase in patient
requests for products advertised DTC.
Viagra and Propecia, both high in consumer recall, were
among the top 10 products that physicians said patients
wanted to discuss.
Attitudes, opinions remain stable
Consistent with Scott-Levin's prior research findings,
physicians overall are negative toward DTC advertising
of prescription drugs, while consumers have remained
positive.
For example, one consumer said: "We know nothing
about a lot of newer drugs unless we see an
advertisement. It give us a choice to discuss with our
doctors for better health care."
On the other hand, one physician said: "Consumers are
not capable of understanding the implication of taking
one drug vs. another from reading or viewing an ad. This
results in a lot of doctor's time wasted explaining why a
drug is not appropriate for them."
Consumers still feel DTC advertising can be improved.
The most frequent suggestions:
-- "Clearly state what drug is for"
-- "Discuss side effects"
-- "Include cost information"
Physicians agreed that DTC advertising could be
improved. One suggested: "[Have] physicians review
and approve the ad prior to distribution."
Both consumers and physicians say ads should ask
viewers to talk to their doctors or call a toll-free number
to learn more about the product being advertised.
Does DTC advertising improve doctor-patient
communication?
Some physicians and consumers reported that DTC
advertising facilitated discussions between doctor and
patient.
Most physicians continue to say that if a patient requests
a drug, they will discuss it with the patient and reach a
joint decision on treatment.
While physicians prefer that pharmaceutical companies
communicate with consumers through doctors only,
consumers indicated that they are interested in hearing
about prescription drugs through a brochure in the
physician's office, or through a television or magazine
advertisement.
Half of all consumers surveyed during the second
quarter claimed to have information about a product or
medical condition prior to seeking treatment. For these
consumers, the action most often taken after learning
about a product or condition was to "discuss the
information during a routine visit," followed by "call or
visit a doctor."
Overall DTC spending
Between January and July 1998, more than $722
million(a) was spent on DTC advertising of prescription
drugs. DTC spending reached just over $92 million in
July. Television ads continued to account for almost half
of pharmaceutical DTC expenditures in July (47%),
followed by magazines with 42%.
The top product in DTC spending during July, at $11.7
million, was Propecia. The Propecia campaign helped to
make Merck the No. 1 corporation in DTC spending
that month, with a total spending of $14.6 million.
Pfizer's Zyrtec ranked second in DTC spending,
reaching $9.4 million, followed by Glaxo Wellcome's
Valtrex ($7.4 million), Schering-Plough's Claritin ($7.4
million) and Eli Lilly's Evista ($5.5 million).
Pfizer was second with $13 million in overall DTC
expenditures. Glaxo Wellcome ranked third with $11.2
million, followed by Schering-Plough ($9.4 million) and
Eli Lilly ($9 million).
Scott-Levin's Direct-to-Consumer Advertising Audit
provides quarterly coverage of DTC advertising. The
audit panel for this quarter included more than 3,000
physicians representing 18 specialties and approximately
3,800 consumers.
For more information, please contact Julie Kline at
215/860-0440; fax: 215/860-5477;
email@scottlevin.com.
Scott-Levin, a division of PMSI/Scott-Levin Inc.,
provides consulting and communications services to
pharmaceutical companies worldwide, including audits
of pharmaceutical promotion. Visit Scott-Levin on the
World Wide Web at scottlevin.com.
(a) Information provided by Competitive Media
Reporting and based on prescription drug advertising
only.
CONTACT: Scott-Levin, Newtown
Julie A. Kline, 800/982-5613 or 215/860-0440
Fax: 215/860-5477
email@scottlevin.com
08:07 EST NOVEMBER 3, 1998
BW1123 NOV 03,1998 5:07 PACIFIC 8:07
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