{"id":5703,"date":"2017-02-23T12:26:00","date_gmt":"2017-02-23T12:26:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/to-boost-sales-gileads-hep-c-awareness\/"},"modified":"2019-02-21T01:14:40","modified_gmt":"2019-02-21T01:14:40","slug":"to-boost-sales-gileads-hep-c-awareness","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/to-boost-sales-gileads-hep-c-awareness\/","title":{"rendered":"To Boost Sales, Gilead’s Hep C Awareness Ad Focuses on Baby Boomers"},"content":{"rendered":"
\n<\/a><\/div>\n

Direct-to-Consumer (DTC) drug ads are less and less effective according to several studies including the eyeforpharma Whitepaper \u201cThe Great DTC Shake-Up: Patient perspectives on direct-to-consumer advertising<\/a>.\u201d<\/p>\n

One reason for this is a “negative reaction to the use of what could be perceived as ‘scare tactics’ or shock value to garner attention in a crowded media environment.”<\/p>\n

In that report, I was quoted as saying \u201cscare tactics might be good for awareness.\u201d Now, however, I’m beginning to rethink that, especially when disease awareness ads <\/a>are scaring a large portion of the population to get tested for a medical condition they most likely do not have.  A case in point is a new Hepatitis C disease awareness ad by Gilead Sciences focused on “Baby Boomers.”<\/p>\n

Let’s look at the numbers and do some math.<\/p>\n

<\/a>The Centers for Disease Control and Prevention (CDC) estimates that 2.7-3.9 million people in the United States have chronic hepatitis C (here<\/a>). According to Google, there are 76.4 million baby boomers – people born from 1945-1965 – in the U.S.<\/p>\n

The CDC says that 75% of people with Hep C are baby boomers (here<\/a>). That means 2-3 million baby boomers have Hep C. Now that’s a big number, especially if Gilead can sell its Hep C cures (Sovaldi and Harvoni) to all those people! However, is it necessary to scare 76 million people into getting tested for Hep C when only 3-4% (the Gilead ad<\/a> says 1 in 30) of them have it?<\/p>\n

I have my doubts. But the CDC recommends all baby boomers to get tested, which is a good reason for Gilead to push it (or perhaps Gilead influenced CDC to push it?). And TV seems like a good medium to run such an ad because it reaches a lot of baby boomers.<\/p>\n

BTW, I would suggest that Gilead also do some advertising on Facebook, which these days has good ad tools (read “Bayer’s Betaseron Facebook Ad Uses a New Feature: Scrolling ISI<\/a>” and “Will Drug Ads ‘Like’ Facebook?<\/a>“) and a lot of baby boomer users.<\/p>\n

Here are some other reasons why Gilead is running this ad now<\/i>:<\/p>\n

\nGilead\u2019s New Hep C TV Campaign Urges Baby Boomers to Get Off Their Butts & Get Tested<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

Direct-to-Consumer (DTC) drug ads are less and less effective according to several studies including the eyeforpharma Whitepaper \u201cThe Great DTC Shake-Up: Patient perspectives on direct-to-consumer advertising.\u201d One reason for this is a “negative reaction to the use of what could be perceived as ‘scare tactics’ or shock value to garner attention in a crowded media […]<\/p>\n","protected":false},"author":2,"featured_media":12323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[133,134,135,136,137],"topic":[],"acf":[],"yoast_head":"\nTo Boost Sales, Gilead's Hep C Awareness Ad Focuses on Baby Boomers - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/to-boost-sales-gileads-hep-c-awareness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"To Boost Sales, Gilead's Hep C Awareness Ad Focuses on Baby Boomers - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Direct-to-Consumer (DTC) drug ads are less and less effective according to several studies including the eyeforpharma Whitepaper \u201cThe Great DTC Shake-Up: Patient perspectives on direct-to-consumer advertising.\u201d One reason for this is a “negative reaction to the use of what could be perceived as ‘scare tactics’ or shock value to garner attention in a crowded media […]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/to-boost-sales-gileads-hep-c-awareness\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-23T12:26:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:14:40+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/02\/Gilead-BabyBoomer-HepC-TV-Ad.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"320\" \/>\n\t<meta property=\"og:image:height\" content=\"236\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/to-boost-sales-gileads-hep-c-awareness\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/to-boost-sales-gileads-hep-c-awareness\/\",\"name\":\"To Boost Sales, Gilead's Hep C Awareness Ad Focuses on Baby Boomers - 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