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April 11, 2007
TV Pharma Ads Less Effective Than Print Ads
Drug companies are working overtime to make sure you take more notice of their drug ads. They've found that people recall print ads much more than tv ads.
The research and consulting firm surveyed 4,000 people by showing them visual storyboards of direct-to-consumer (DTC) TV ads and found that 36% recalled specific TV campaigns. That compares with 50% that recall specific print campaigns.
They've also found that people with the medical problem for which the drug is aimed recall the drug ad more often.
For example, 43% of people who suffer with osteoporosis recalled a TV ad for Fosamax Plus D compared with only 19% of non-sufferers.
It's amusing that while most countries have banned direct-to-consumer drug advertising (the United States and New Zealand are the only countries where this is legal and New Zealand is planning to ban it), the United States is performing studies to figure out how to make them more effective.
January 30, 2007
New Research Says TV Drug Ads Are Misleading
Researchers at UCLA have come out criticizing TV drug ads, saying they appeal to viewers' emotion rather than giving out information.
According to the new study, only two developed countries - the United States and New Zealand - allow drug companies as much unfettered access to the TV airwaves. In fact, the average American television viewer now spends 16 hours a year watching prescription drug ads, "far exceeding the average time spent with a primary care physician," Frosch's team said.
16 hours a year? For the most part, I watch drug ads for comic relief. It's always fun to see the new and uncreative ways they attempt to get around the possible side effects list that they are required by law to include.
August 2, 2006
Celebrities and Drug Companies
An article published exactly a year ago today in the online edition of Newsweek explains the seedy and unethical connection between celebrities and drug companies. Who knew there were actually brokers to match celebrities with fitting drug campaigns?
The use of celebrities is now a standard way in which drug companies don’t just promote their drugs but try and change public awareness, public thinking and public perceptions about illness ... There’s actually a whole mini industry of celebrity brokers who bring together celebrities and drug companies.
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