Cline, Davis & Mann Survey Challenges Conventional Wisdom About Consumers of OTC and Rx Medications.

Business Editors

NEW YORK--(BUSINESS WIRE)--Oct. 1, 2001

New research on consumer selection of over-the-counter (OTC) and Rx medications challenges some of the prevailing assumptions held by pharmaceutical marketers.

A recent survey of 1,000 women 18 to 60 years of age, conducted by Harris Interactive on behalf of Acuity HealthGroup (a division of Cline, Davis & Mann, leaders in innovative healthcare and medical advertising) overturned several well-entrenched myths:

    --  Myth: OTC users skew lower on income and education, and are
        either younger adults or elderly. The reality is there is no
        difference between OTC and Rx users based on income or
        education levels, and on the age variable, a skew was observed
        among the younger Baby Boomers in the OTC-focused usage group.

    --  Myth: Physicians are the leading information source about
        medications for consumers. In fact, although more than 70% of
        the women surveyed seek their doctor's confirming diagnosis of
        their medical condition, consumers rate product samples and TV
        advertising as their best sources of information about new OTC
        medications.

    --  Myth: Consumers only seek Rx medications when they visit their
        physicians. Depending on their condition, 30% to 64% of women
        surveyed ask their doctor to recommend an OTC treatment before
        receiving a prescription (regardless of insurance), and when
        asked 57% to 80% of physicians will recommend a specific OTC
        brand.

    --  Myth: Consumers first treat their condition with an OTC
        medication, and if symptoms persist, move to Rx therapy. Only
        36% of those surveyed followed this path. Nearly as many (31%)
        choose to treat exclusively with OTCs, while another 30% use a
        combination of OTC and Rx therapies.

"Consumers choose their medication based on efficacy - quick and long-lasting relief," said Mark Merriman, Senior Vice President, Managing Director, Consumer Group, Cline, Davis & Mann. "And we learned that satisfaction levels with OTC and Rx medications are very close, regardless of symptom severity or duration of illness. This may suggest a progressive blurring of the distinction between OTC and Rx stemming from the proliferation of DTC advertising."

The Cline, Davis & Mann survey identified five distinct consumer behavior groupings based on OTC versus Rx medication usage. Merriman added, "This research points to an opportunity to achieve peak consumers sales by better understanding the relative magnitude of these various usage groups for a given condition, and then identifying the key drivers and purchase motivations for the group that offers the strongest volume potential."

For more information about the details of these and other findings that challenge pharmaceutical marketing myths, contact Mark Merriman at Cline, Davis & Mann ([e-mail]).

About Cline, Davis & Mann

Cline, Davis & Mann Inc. (CDM), a unit of Omnicom Group Inc., is a full-service healthcare advertising agency. Founded in 1984, the New York- based agency reports $300 million in billings and employs approximately 350 people. Through its five divisions - professional and consumer communications, broadcast production, interactive media, medical education, and relationship marketing -- CDM has developed award-winning advertising campaigns, which have continuously placed it among the top 15 healthcare advertisers in the world. The Agency's fully integrated campaigns include sales force support materials, medical education and multimedia initiatives. CDM's clients include Pfizer Inc., Janssen Pharmaceutica, Bristol-Myers Squibb, Solvay Pharmaceuticals, Shire Richwood, Bertek Pharmaceuticals, and Novartis.