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Article: Consumers' drive to action diminishes.(DTC Report)(Direct marketing)
- Article from:
- Medical Marketing & Media
- Article date:
- June 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Haymarket Media, Inc. 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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A NEW STUDY from Ipsos-Insight finds that, despite the recent burst in DTC ad spending by the pharma industry, consumers today are less inclined to take action after seeing the ads than they have been in the past.
The Ipsos PharmTrends survey found that roughly two in 10 consumers (19 percent) reported that DTC advertising prompted them to call or visit their doctor to discuss a prescription drug they saw advertised. This meter for evaluating the success of drug ads has shown a gradual decline since its peak in February 2002, when 25 percent of consumers said they contacted their doctors to discuss a drug they had seen advertised.
"Without traditional ...