{"id":5708,"date":"2017-01-26T13:21:00","date_gmt":"2017-01-26T13:21:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/dtc-drug-ads-are-effective-bu\/"},"modified":"2019-02-21T01:14:42","modified_gmt":"2019-02-21T01:14:42","slug":"dtc-drug-ads-are-effective-bu","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-drug-ads-are-effective-bu\/","title":{"rendered":"DTC Drug Ads Are Effective, But Confusing to Patients Say Physicians"},"content":{"rendered":"

<\/a>Results from a new “microsurvey<\/a>” (N = 319) performed by InCrowd<\/a>, a provider of real-time market intelligence to the life sciences and healthcare firms, reveal “perhaps surprising” U.S. healthcare provider (HCP) perceptions on the efficacy of direct-to-consumer (DTC) ads. Specifically, HCPs say DTC drug ads drove patients to asks three times as many questions today than they did 5 years ago, but 87% observed patient confusion with ads. <\/p>\n

This sounds impressive, but looking at the data, HCPs say they receive only 6 questions about DTC drug ads per week from patients vs. 2 times per week 5 years ago. It just may be that HCPs are more aware of DTC ads today than they were 5 years ago and that is influencing their perception of the number of questions they receive from patients specifically about these ads.<\/p>\n

The “confusion” results are more interesting.<\/p>\n

A majority of HCPs surveyed (65%) said that patients do not generally understand the information provided by the pharmaceutical companies in advertisements, and nearly 87% of HCPs observed some level of confusion with the ads. 43% said that \u201csome of my patients\u201d can understand or interpret them, 41% said that \u201cfew\u201d patients understand the ads, and 3% said that \u201cnone of my patients\u201d can understand the ads.<\/p>\n

The increased physician awareness of DTC ads and the patient confusion that they cause may explain why 35% of physicians surveyed said DTC ads should be banned when asked what they would do to change pharma’s DTC campaigns. 31% said the ads should provide additional information, and 17% said they should “simplify” the message. Only a paltry 3% said they would include cost information (see chart). <\/p>\n

That only 7% of HCPs said they would like to see side effects explained is surprising considering the results of another survey.<\/p>\n

<\/a><\/p>\n

\nDocs Cite Cost & Side Effects as #1, #2, & #3 Reasons Patients are Non-Adherent, Not Forgetfulness<\/a><\/div>\n

InCrowd conducted this microsurvey over several months, beginning on June 15, 2016, which included 319 US physician respondents from a variety of specialties. Respondents possess an average of 18 years in practice, are an average age of 48 years old, and included 31% women and 67% men.<\/p>\n","protected":false},"excerpt":{"rendered":"

Results from a new “microsurvey” (N = 319) performed by InCrowd, a provider of real-time market intelligence to the life sciences and healthcare firms, reveal “perhaps surprising” U.S. healthcare provider (HCP) perceptions on the efficacy of direct-to-consumer (DTC) ads. 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