Direct-to-consumer advertising has been mainly focused on creating brand awareness for major blockbuster products, or creating awareness for new therapeutic categories, or both. Since 1997, when the FDA relaxed regulations on how drug companies can advertise products directly to consumers, there has been a steady increase in spending on advertising prescription medications in magazines, on television, and via the radio, as well as other consumer-directed media.
Advocates of DTC argue that it provides valuable consumer information. Others question whether DTC actually is having a positive impact on the health of the nation’s consumers. The industry has also had to counter the argument that DTC has been a major factor in the perceived high cost of prescription medications…
Prescription Drug Advertisements
Consumer Response to Pharmaceutical Issues
Building Long-Term Consumer Relationships
Experts on this Topic
Mary E. Cobb. President and CEO, PACE Inc., Parsippany, N.J.; PACE is a full-service healthcare communications agency with core capabilities that include professional advertising and promotion, direct-to- consumer advertising and promotion, medical strategy, and medical communications. For more information, visit paceconnect.com.
Edith Hodkinson. Executive VP, Sales and Marketing, AccentHealth, New York; AccentHealth is a health TV network delivered in medical waiting rooms nationwide. For more information, visit accenthealth.com.
Stuart Klein. President, Quantum, Parsippany, N.J.; Quantum is the direct-to-consumer advertising division of CommonHealth. For more information, visit commonhealth.com.
Charlene Prounis. Managing Partner, FlashPoint Medica LLC, New York; FlashPoint Medica’s strategy is to help brand managers identify discrete flashpoints in a brand’s life cycle to ignite growth and reshape a product’s sales trajectory. For more information, visit flashpointmedica.com.
Susan Ramspacher. Senior VP, Healthcare Consumer Practice, NOP World, New York; NOP World is a global market research organization. For more information, visit nopworld.com.
Kevin Wildenhaus, Ph.D. Director of Behavioral Science, HealthMedia Inc., Ann Arbor, Mich.; HealthMedia is a behavior change company that offers individually tailored self-management programs for the pharmaceutical/medical device industry that improve patient compliance with medication and treatment regimens and overall self-management of chronic illness. For more information, visit healthmedia.com.