ACNielsen Finds Effectiveness of Direct-to-Consumer Pharmaceutical Advertising Goes Beyond Initial Sale.Business Editors BOSTON--(BUSINESS WIRE)--March 25, 2003 New Research Shows Patient Involvement Also Boosts Compliance ACNielsen U.S., an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of ACNielsen, a VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User company, released new research findings today showing that direct-to-consumer (DTC DTC See: Depository Transfer Check DTC See: Depository Trust Company DTC See Depository Trust Company (DTC). ) advertising is effective not only in generating initial sales of advertised prescription (Rx) medicine brands, but also in boosting patient "compliance" - that is, the degree to which chronic-condition sufferers refill refill noun A second allotment of a prescription agent obtained from a pharmacy, which is allowed by the original prescription verb Pharmacology To obtain more of a particular drug, after the initially prescribed amount of the agent has been used or their prescriptions in a timely manner. The findings were released here at the DTC National Conference & Exposition. Since 1997, when the Food & Drug Administration relaxed advertising guidelines, pharmaceutical manufacturers have spent billions of dollars encouraging people to ask their doctors about specific Rx brands. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. an ACNielsen Homescan(R) Rx/OTC Consumer Panel sales analysis of 12 major DTC-advertised Rx brands from July through December 2002, more than 17% of new prescriptions filled came as a direct result of patients requesting the brand.
Total New
How Brand Was Selected Prescriptions Prescriptions
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Doctor Prescribed 89.3% 82.7%
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Requested by Patient 10.7% 17.3%
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Source: ACNielsen Homescan Rx/OTC Panel
According to David Hoo, director of marketing, ACNielsen Homescan Consumer Panel Services, "Direct-to-consumer advertising direct-to-consumer advertising Drug industry The use of mass media–eg, TV, magazines, newspapers, to publicly promote drugs, medical devices or other products which, by law, require a prescription, which targets consumers, with the intent of having a Pt is making prescription drug prescription drug Prescription medication Pharmacology An FDA-approved drug which must, by federal law or regulation, be dispensed only pursuant to a prescription–eg, finished dose form and active ingredients subject to the provisos of the Federal Food, Drug, users more proactive in managing their health. The advertising is raising awareness Raising awareness is a common phrase advocacy groups use to justify a particular event, brochure or even the entire organization. Raising awareness refers to alerting the general public that a certain issue exists and should be approached the way the group desires. of specific brands and encouraging people to ask family members, friends, pharmacists This is a list of notable pharmacists.
One of the most significant issues facing the pharmaceutical industry is low patient compliance. The latest ACNielsen research shows that, of the 12 brands studied, prescriptions were refilled in compliance with the prescribed usage guidelines (in a time frame less than or equal to the time it should take a patient to run out of medicine) in just 30% of the cases. However, as the chart below indicates, the compliance rate for pharmaceutical brands requested by patients was higher than the rate for doctor-prescribed brands. How Brand Was Selected Compliance Rate ----------------------------------- ------------------------- All 30.1% ----------------------------------- ------------------------- Doctor Prescribed 29.8% ----------------------------------- ------------------------- Requested by Patient 34.6% ----------------------------------- ------------------------- Source: ACNielsen Homescan Rx/OTC Panel July-December 2002 According to David Hoo, "It's noteworthy that when patients are actively involved in requesting specific medication brands from their physicians they are more diligent dil·i·gent adj. Marked by persevering, painstaking effort. See Synonyms at busy. [Middle English, from Old French, from Latin d about following usage guidelines. This finding is a powerful added incentive for the pharmaceutical industry to continue with direct-to-consumer advertising." The ACNielsen's Homescan Rx/OTC Panel tracks Rx and over-the-counter (OTC OTC See: Over-the-counter. OTC See over-the-counter market (OTC). ) medication purchases, usage, and attitudes among 36,000 individuals. It provides the pharmaceutical industry with insights into issues such as the effectiveness of DTC advertising and product sampling, prescribed usage compliance, brand loyalty/switching, targeting illness sufferers and remedy users, and understanding related Rx/OTC usage. ACNielsen, a VNU company, is the world's leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns Noun 1. sales campaign - an advertising campaign intended to promote sales ad blitz, ad campaign, advertising campaign - an organized program of advertisements sales campaign n → campaña de venta . Note to Editors: Look for this press release and other ACNielsen news on the Internet at http://acnielsen.com/news. |
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