The 2008 USA Today/Kaiser Family Foundation/Harvard School of Public Health Survey -- "The Public on Prescription Drugs and Pharmaceutical Companies" -- discovered the obvious; namely, "TV Drug Ads Prompt Viewers to Ask Docs for Rx."
Although huge pharma profits and easy money have made marketing ROI analyses unnecessary, it doesn't require a survey to prove that direct-to-consumer (DTC) advertising works.
The survey, however, has some nuggets of information that give marketers further insight into the public's attitude towards drug industry advertising. This article summarize these insights.
Topics and issues covered include:
- Effectiveness of Drug Ads
- Consumers Drive DTC Growth?
- DTC Outcomes
- Inform vs. Educate
- DTC and Drug Prices
- Income Disparity
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