Assessing and Predicting Patient Behavior to Maximize Direct-to-Consumer Effectiveness


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View on Patient Behavior

While the lion’s share of pharmaceutical brand management and marketing-research budgets have historically been, and still are, allocated to physician programs, expenditures, and attention spent on promoting to, understanding, and impacting patient behavior are clearly on the rise. Last year alone, pharmaceutical companies spent more than $2.6 billion on programs designed to reach and influence the critical patient audience, according to Competitive Media Reporting.
Clearly, the pharmaceutical community widely acknowledges and accepts the central role patients now play in the healthcare-decision process. Direct-to-consumer advertising has been demonstrated to be effective in creating awareness of drugs and disorders within the consumer population and in driving patients into physicians’ offices to seek diagnosis and treatment. Doctor contact rates resulting from DTC exposure increased to 22% last year, up from 18%, according to Market Measures/Cozint’s DTC Monitor 2002…

Medication Requests
Prescribing Outcomes
Doctor Contact Rates

Experts on this Topic
Suzanne Ramspacher
, Senior VP, and Alan Steinberg, Senior Research Director, Market Measures/Cozint