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.
Filed under Drug Marketing