Some interesting findings from market research firm Verilogue.
The first is that, of 12,500 measured patient-doctor conversations in 2008, the research firm found only 23 requests for specific drugs.
That’s somewhat counterintuitive considering all the punditry and political bloviation about DTC advertising driving “unnecessary” prescribing. But it’s not at odds with studies (including those done by the FDA) that show that about 6% of all doctor visits in the United States are a direct result of a patient (also known as a consumer) having seen a DTC ad. Taken together, these results demonstrate that DTC ads drive patients to visit their doctors (a good thing) and that those visits do not result in inappropriate pressure to prescribe.
The other Verilogue item of interest is that the most frequently cited drug by patients was Boniva. The Boniva DTC campaign, features actress – and honest-to-goodness osteoporosis sufferer -- Sally Field.
Supportive data, via IMS Health, shows that prescriptions for Boniva were up 11% last year, and sales of the drug grew 25%, to $675.6 million. The message, according to Richard "Erik" M. Gordon, assistant professor at the University of Michigan's Ross School of Business, is “authenticity.” Gordon says that, "People want to believe a celebrity isn't just doing this because they were paid a pile of money."
Maybe so. But, in the 21st century, solid healthcare communications is a lot more complicated than finding a celebrity sufferer -- it’s about moving from “Gidget” (the role that initially made Ms. Fields a household name) to “Widget” (social media tools that communicate healthcare messages – pharmaceutical and otherwise – in more immediate, trusted, peer-to-peer ways). Friends and neighbors. Now that’s star power.
Bouquets to Boniva for doing it right. And brickbats to Senators, such as Minnesota's Al Franken, who believe that DTC is deliterious to the public health despite mountains of evidence to the contrary.
The first is that, of 12,500 measured patient-doctor conversations in 2008, the research firm found only 23 requests for specific drugs.
That’s somewhat counterintuitive considering all the punditry and political bloviation about DTC advertising driving “unnecessary” prescribing. But it’s not at odds with studies (including those done by the FDA) that show that about 6% of all doctor visits in the United States are a direct result of a patient (also known as a consumer) having seen a DTC ad. Taken together, these results demonstrate that DTC ads drive patients to visit their doctors (a good thing) and that those visits do not result in inappropriate pressure to prescribe.
The other Verilogue item of interest is that the most frequently cited drug by patients was Boniva. The Boniva DTC campaign, features actress – and honest-to-goodness osteoporosis sufferer -- Sally Field.
Supportive data, via IMS Health, shows that prescriptions for Boniva were up 11% last year, and sales of the drug grew 25%, to $675.6 million. The message, according to Richard "Erik" M. Gordon, assistant professor at the University of Michigan's Ross School of Business, is “authenticity.” Gordon says that, "People want to believe a celebrity isn't just doing this because they were paid a pile of money."
Maybe so. But, in the 21st century, solid healthcare communications is a lot more complicated than finding a celebrity sufferer -- it’s about moving from “Gidget” (the role that initially made Ms. Fields a household name) to “Widget” (social media tools that communicate healthcare messages – pharmaceutical and otherwise – in more immediate, trusted, peer-to-peer ways). Friends and neighbors. Now that’s star power.
Bouquets to Boniva for doing it right. And brickbats to Senators, such as Minnesota's Al Franken, who believe that DTC is deliterious to the public health despite mountains of evidence to the contrary.
