Advertising Recall For Prescription Drugs Rises.

A growing number of consumers recall seeing ads for prescription drugs. But the percentage of consumers that take action has leveled off, according to Ipsos PharmTrends, a syndicated tracking study of consumer behavior by Ipsos.

Sixty percent of consumers said they had seen advertising for prescription drugs in the 12 months before February 2003, up significantly from 47% during the same period last year. The rising consumer recall figure is consistent with increasing ad expenditures by drug manufacturers, the study noted.

Nearly one out of four consumers (20%) said that direct-to-consumer advertising prompted them to call or visit their doctor to discuss the prescription drug they saw advertised. This meter for measuring call to action for this product category has remained the same over the past three survey periods.

“Given the amount of advertising for prescription drugs today versus what was on the airwaves and in print a year ago, its not surprising that more consumers recall seeing a prescription drug ad,” said Fariba Zamaniyan, Director and spokesperson for Ipsos PharmTrends. “However, there is a need for more compelling creative advertisements that can motivate consumers to take the initiative to learn more about the advertised brand from their doctors.”

Sufferers of conditions who are ultimately the primary audience for prescription drug manufacturers respond to DTC advertising at a greater rate than the average consumer. This is particularly the case for sufferers of symptomatic conditions where identifiable symptoms are experienced. Relative to the respondent average of 20%, 34% of Heartburn/Acid Indigestion sufferers reported that they called or visited their doctor to discuss a prescription drug seen advertised. Additional conditions where call to action levels were higher than average include Anxiety, Depression, Arthritis, Chronic Pain, Constipation, Diarrhea, Irritable Bowel Syndrome, Eczema, Erectile Dysfunction, Incontinence, Overactive Bladder, Migraine Headaches and Nail Infections.

“These higher levels are also not surprising. Consumers who experience symptoms detailed in the drug ads they see are more likely to seek more information so that they can treat or prevent their discomfort,” said Zamaniyan.

Top Recall Categories

Certain categories experience higher advertisement recall among consumers than others. The top-ranking categories for advertisement recall remained consistent with the level from a year ago and include: Allergy, Behavioral Disorders, Cardiovascular, Gastrointestinal, Female Health.

TOP CATEGORIES FOR PRESCRIPTION BRAND DRUG RECALL

(Based on % of category buyers that recalled an ad for the prescription brand within that category)

Several branded prescription drugs show high levels of ad recall among their purchasers: Viagra continues to top the list where nearly all of Viagra buyers recalled seeing an ad for the Erectile Dysfunction drug in calendar 2002 (95%). Paxil, with an ad recall of 78% among its buyers, closes the Top 10 list up from #16 in the prior year. The most significant movement upward of any prescription brand was evident for Zoloft.

TOP TEN PRESCRIPTION BRAND DRUGS BY AD RECALL LEVELS

(Based on % of buyers that recalled seeing an ad for the prescription brand that they purchased)

DTC Ads Serve As A Helpful Reminder

DTC advertising can also help remind patients to refill their prescriptions. In the February 2003 survey, 15% of the consumers interviewed said that prescription drug ads reminded them to refill a prescription for the drug they saw advertised. This is up from 12% a year ago.

“The most recent survey confirms that consumers are more likely to recall an advertisement seen for a prescription drug. Additionally, for those already using the advertised prescription brand, the ads are serving as a reminder for patients to comply with their doctor’s instructions, and ultimately encouraging them to continue with their prescribed treatment,” stated Zamaniyan.

Sufferers of chronic conditions reported a disproportionately higher level of response to DTC as a refill reminder. Categories where consumer response was significantly greater than the total response average of 15% include Anxiety/Social Anxiety Disorder 25%; Depression 22%; Insomnia 22%; Hormone Replacement Therapy 20%; Migraine Headaches 20%; Incontinence 19%.

“Consumers are receptive to drug promotions, particularly if they, or a family member, have an ailment. Drug companies that can find ways to use DTC advertising to break through some of the promotional clutter that now exists should find themselves at an advantage in building consumer loyalty and brand differentiation, as well as compliance,” she said.

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