Drug-Safety Concerns Have Little Effect on Consumer Response to DTC Ads

The recent spate of drug-safety scares in the U.S. doesn't appear to be reducing the effectiveness of drug-related advertising, according to a new survey, which shows consumers are responding to pharmaceutical advertisements at levels comparable to those reported last summer.

Direct-to-consumer (DTC) advertising prompted roughly 18 percent of consumers to contact their doctors, according to the latest installment of PharmTrends, a syndicated tracking study of consumer behavior conducted by marketing research firm Ipsos. The latest results, compiled from responses collected in February, are only slightly lower than the previous survey conducted in August 2004, which showed DTC ads prompted 19 percent of consumers to contact their doctors.

Of those surveyed, 11 percent said they requested a specific medication from their doctors based on DTC ads, compared to 12 percent during the August 2004 survey. Additionally, drug-related ad awareness among consumers was measured at 58 percent, which Ipsos said was consistent with findings from previous survey installments.

"Despite the latest recalls, prescription drug advertising continues to be an accepted and effective channel for communicating the availability of prescription drug solutions," said Barbara Bertner, vice president, Ipsos-Insight's PharmTrends. "Americans, despite finding prescription drug advertising annoying, believe that manufacturers should be able to advertise and that advertising provides a good source of information for alternative therapies. Manufacturers are taking notice with a distinct change in creative style that is more serious in tone and presents the information in a more straightforward manner."

For more information about Ipsos' survey, "Direct-to-Consumer Advertising Continues to Trigger Consumer Action," go to http://www.ipsos-na.com/news/pressrelease.cfm?id=2691 (http://www.ipsos-na.com/news/pressrelease.cfm?id=2691).