Here are six thought starters I see coming out of Prevention Magazine’s 14th Annual Pharmaceutical Direct-to-Consumer (DTC) Advertising Study.*
1. Generic growth continues to put downward pressure on DTC ROI’s.
2. DTC continues to positively impact conversations with the doctor, but there is a general decline in patients receiving the prescription drug–a significant drain on ROI.
3. Consumers value Pharma websites, but opportunity exists to improve their value with less focus on ‘benefits-only’ messaging.
4. Consumers are consistently looking for Pharma to provide more information about the safety and risks of prescription medicines.
5. Social Media and Mobile Health are still in their infancy in helping consumers to gather information about prescription medicines and to manage their healthcare.
6. Consumers are interested in new health IT and advanced treatment solutions to help improve their health.
1. Generic use continues to rise with 36% reporting that they’ve switched to a generic prescription or OTC medicine in the past 12 months to reduce healthcare costs. With Generic medications now accounting for 78% of all retail prescriptions dispensed (IMS Health), this has sizable potential implications for any brand’s DTC Adverting ROI. Continue reading