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Article: The Long Road Ahead For DTC Advertising; Stagnant levels of doctor contact rates continue and may take a turn for the worse following Vioxx withdrawal, says the latest update from Ipsos PharmTrends(R).
- Article from:
- PR Newswire
- Article date:
- October 26, 2004
CopyrightCOPYRIGHT 2004 PR Newswire Association LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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New York, Oct. 26 /PRNewswire/ -- The level of consumer response to direct-to-consumer advertising has been steadily declining since 2002 and is expected to continue eroding in the wake of the abrupt recall of blockbuster drug Vioxx, according to new findings from Ipsos PharmTrends(R), a syndicated tracking study of consumer behavior by Ipsos, the global survey-based marketing research firm.
In its most recent tracking survey, findings from Ipsos PharmTrends continue to show a softening proportion of consumers who took action following exposure to a prescription drug ad. Two in 10 consumers (19%) said that direct-to-consumer (DTC) advertising prompted them to ...