Survey finds DTC advertising undermines pharma’s efforts to be patient-centric
London, February 6th, 2017
“The DTC Attitudes, Behaviors, and Preferences Survey” shows that patients are becoming increasing disengaged with DTC advertising despite spend by pharma increasing.
The survey conducted by Health Stories Project – Insights (HSPi) and published within the eyeforpharma Whitepaper “The Great DTC Shake-Up: Patient perspectives on direct-to-consumer advertising in partnership with Health Perspectives Groups shows that as investment in DTC increases its effectiveness is decreasing. Only 22% of patients interviewed liked seeing advertisements for prescription drugs versus 52% in 1999.
What is more, Pharma’s approach to DTC is indeed decoupling from patient needs causing patients to disengage from traditional tactics. Only 39% of patients interviewed thought that advertisements for prescription drugs helped them have better discussions with my doctor versus 62% in 1999.
These worrying results, show that pharma is not just failing to maximize the value from this increasingly expensive investment but that the current approach to DTC is actually undermining industry efforts to reposition itself as an industry focused on patient needs.
“Patients have become increasingly engaged in their healthcare, capable of researching and asking sophisticated questions about treatment options,” says Cheryl Lubbert, President and CEO of Health Perspectives Group and a contributor to the whitepaper. “Patients want convenient access to drug information without always having to engage their physician. They often prefer information that is delivered in a digital environment, and they’ve made it clear they appreciate information that comes through other patients.”
With contributions from Takeda, Novartis and Astrazeneca, this paper explores alternatives to standard DTC advertising and how the leaders in the space are redefining traditional campaigns by integrating patient insights to increase patient engagement.
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Health Perspectives Group
Health Perspectives Group is a group of companies that builds compliant connections between patients and biopharmaceutical companies for clinical and marketing engagement and insights. By enabling people to share their personal insights, Health Perspectives Group believes health consumers can gain the skills, knowledge and confidence to navigate the complexities of their own health and impact the healthcare industry at the same time. For more info: www.hpgroupllc.com.
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