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Home > Market Research > Corporate & Fiscal > eHealthInsight Series: The Changing Direct-to-Consumer Advertising Landscape : Datamonitor
Introduction
An effective DTC strategy can catapult a drug into blockbuster status. However, after a 10 year period of skyrocketing DTC budgets, Pharma is now opting for lower cost and more targeted approaches. Pharma faces tighter DTC regulations in the US, while in Europe there may be suggestions that DTC will be employed, but is this likely to work given the differences in culture and market?
Scope
*Analysis of a return on investment model for DTC advertising
*Case study analysis of DTC and disease awareness ads
*Overview of DTC regulation in the US
*Overview of patient communication for prescription drugs in Europe
Highlights
The more serious a disease, the more life threatening it is for the patient, as a result the patient is more empowered as it is keen to find out new potential treatments for the life-threatening condition. In this case, targeted media such as online tools are more suited as they can provide an educational platform and a great source of information.
If a drug is the only one on the market, unbranded advertising is good to raise awarenessfor example Lyrica adopted this strategy as it was first-to-marketin cases such as these, diagnosis is the limiting stage so unbranded advertising is beneficial to leverage this hurdle.
In the absence of direct DTC advertising, information provided online is of paramount importance. The strategic value of online tools for Europe is second to none: although traditional media can increase disease awareness to a wide audience, the internet can provide information to keen consumers.
Reasons to Purchase
*Utilize a return on investment model for a DTC advertising to understand how to make a campaign a success
*Identify the differences between advertising regulations in the US and Europe, and what changes are likely to happen in the near future
*Understand if recent DTC or disease awareness campaigns have been successful, and if not, why not
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Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY 4
Scope of the report 4
Key findings 4
CHAPTER 2 OVERVIEW OF DTC 10
What is direct-to-consumer (DTC) advertising? 11
Several Big Pharma companies have cut their advertising budgets for 2007 13
Is DTC suitable for all types of drugs? 14
The pros and cons of DTC 15
Drivers for DTC 16
DTC increases consumer awareness of new products 16
DTC increases patient empowerment 17
Barriers to DTC 19
Safety concerns can have a negative impact on a DTC campaign 19
Costs for DTC are incredibly high but rewarding 20
Long-term effectiveness of DTC is questionable 20
CHAPTER 3 ROI FOR DTC 22
The ROI model for a successful DTC campaign 23
Patient-specific issues affecting DTC ROI 25
Awareness - patients must have access to the DTC channel 25
Acceptance - DTC ads need to instill patient trust and brand loyalty 27
Action - DTC ads need to encourage patients to question why they are not on the advertised drug 27
Influence - DTC ads must stimulate patients to influence their prescribing physician 28
Market-specific factors affecting return on investment for DTC 28
Chronicity of a disease - the more chronic the disease, the longer the DTC campaign 29
Seriousness of a disease - for empowered patients, targeted DTC is preferred 30
Effects of disease - targeting carers is important for treatments of debilitating diseases 30
Size of patient population - larger patient populations justify expensive DTC ads 30
Fragmentation of patient population - the need to optimize patient targeting 31
Cost of treatment - non-reimbursed drugs require bolder and more intense campaigns 31
Product-specific issues affecting return on investment for DTC 31
Efficacy - if the drug is a me-too, advertisers will have to be particularly creative to differentiate the brand 32
Safety and side effects - a poor side-effect profile can lessen the positive DTC message 32
Stage of lifecycle - DTC strategies must be tailored to stage of drug lifecycle 32
Competition-specific issues affecting return on investment for DTC 33
How to measure success of a DTC strategy 34
Pre-DTC campaign launch 34
Post-DTC campaign launch 35
Analysis of DTC campaigns using the DTC model 37
Rozerem: a complex campaign failed to generate return on investment 38
Takeda's honorable decision to delay Rozerem's DTC campaign following launch gave competitors a commercial advantage 38
Rozerem advert pulled by FDA 39
Relaunched Rozerem campaign was too complicated for the public 40
Rozerem had minimal market share after its first year on the market 41
Ambien CR: a DTC campaign marred by negative publicity over parent brand 42
Ambien CR DTC campaign marred by negative publicity over Ambien 44
Pfizer boosted awareness of the unfamiliar disease fibromyalgia 46
Criticism of Pfizer's 'battered woman' disease awareness campaign, but well designed FibroCenter website 47
Pfizer adds branded DTC campaigns to boost product promotion in light of future competition 47
Gardasil: a successful campaign for the cervical cancer vaccine 48
A strong DTC campaign for a first-to-market vaccine 49
Merck & Co employs a disease awareness campaign for HPV to dilute any untoward brand negativity 50
CHAPTER 4 DTC IN THE US 52
Current DTC regulations in the US 53
Advertisements that do not follow regulations are flagged 54
Concern over FDA's policing of DTC adverts 55
Questions over FDA's DTC prioritization strategy 55
FDA was slow to issue warning letters 56
Recent changes have attempted to make DTC regulations more stringent 58
Failure of the Food and Drug Administration Revitalization Act to adequately improve DTC regulation 59
FDAAA has strengthened DTC regulations for prescription drugs, but not by as much as originally planned 59
Further tightening of DTC rules for four pharmaceutical companies 61
PhRMA set to update its Guiding Principles on DTC advertising 62
An effort to increase transparency on DTC advertising 63
FDA and EthicAd launch consumer DTC education website 63
Pfizer launches self-regulation of DTC ads 64
PhRMA's voluntary DTC guidelines offer some protection 65
Case studies of television DTC advertisements that did not comply with regulations 65
Nasonex: the distracting bee diverts attention from side effects 65
Vytorin: commercial was withdrawn due to negative clinical trial results 67
Lipitor: use of a 'celebrity' caused advertisement to be scrutinized 68
Procrit: advertising was halted due to lack of evidence supporting marketing claims 70
Shift from TV alone, to a combination of TV and internet DTC 71
The internet has opened a new door for DTC 72
My Time to Quit: aggressive unbranded advertising is inspected after clinical trial results 73
CHAPTER 5 DTC IN EUROPE 75
Current EU regulations: no DTC but disease awareness permitted 76
Alternatives to DTC in Europe 77
Disease awareness campaigns encourage patients to seek medical advice 77
Internet is the key media channel for disseminating disease awareness information 78
Working with patient advocacy groups is essential in Europe in the absence of DTC 78
Patient support websites/programs can improve patient outcomes and satisfaction 79
Compliance programs can enhance communication with the patient 80
Rules and regulations for disseminating information in Europe 80
Pharmaceutical advertising in the UK is governed by the MHRA 81
40over40: disease awareness or DTC advertising in the UK? 83
Will DTP be allowed in Europe in the near future? 84
Will DTP work in Europe? 85
CHAPTER 6 BIBLIOGRAPHY 87
Publications and online articles 87
Datamonitor resources 91
Glossary 92
List of Tables
Table 1: The best remembered advertisements for 2007 are also the ones which ran into difficulties 21
List of Figures
Figure 1: Big Pharma's top 13 advertising budgets, 2006-07 13
Figure 2: Drivers and barriers for DTC advertising, 2008 15
Figure 3: DTC results in increased patient empowerment 18
Figure 4: The DTC process can break at any stage 19
Figure 5: Model for return on DTC investment 24
Figure 6: Sequence of events likely to affect the patient when designing a DTC strategy 25
Figure 7: Advice and warnings when formulating a DTC strategy 34
Figure 8: Model for return on DTC investment 37
Figure 9: Timeline and US sales of the top three insomnia franchises, Q1 2005-Q2 2008 40
Figure 10: US market share of the top five insomnia drugs, 2006 42
Figure 11: Timeline and US sales of the top three insomnia franchises, Q1 2005-Q2 2008 44
Figure 12: The FDA describes three types of DTC advertising 53
Figure 13: The FDA has become less efficient as more DTC material is submitted 57
Figure 14: A 2008 GAO report found two main issues with how the FDA deals with DTC advertising 58
Figure 15: FDAAA has strengthened DTC regulations for prescription drugs 61
Figure 16: The Nasonex commercial: how the most remembered DTC advert ran into trouble 66
Figure 17: One of the Vytorin vignettes associating family members with foods to suggest the drug treats both sources of cholesterol 67
Figure 18: Dr Jarvik - not licensed to practice medicine so could not actually prescribe Lipitor 69
Figure 19: Five major European markets have differing levels of stringency 81
For full details, please email keithw@cmsinfo.com
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