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eHealthInsight Series: The Changing Direct-to-Consumer Advertising Landscape

Published by: Datamonitor

Published: Dec. 9, 2008 - 95 Pages


Table of Contents


CHAPTER 1 EXECUTIVE SUMMARY
Scope of the report
Key findings
CHAPTER 2 OVERVIEW OF DTC
What is direct-to-consumer (DTC) advertising?
Several Big Pharma companies have cut their advertising budgets for 2007
Is DTC suitable for all types of drugs?
The pros and cons of DTC
Drivers for DTC
DTC increases consumer awareness of new products
DTC increases patient empowerment
Barriers to DTC
Safety concerns can have a negative impact on a DTC campaign
Costs for DTC are incredibly high but rewarding
Long-term effectiveness of DTC is questionable
CHAPTER 3 ROI FOR DTC
The ROI model for a successful DTC campaign
Patient-specific issues affecting DTC ROI
Awareness - patients must have access to the DTC channel
Acceptance - DTC ads need to instill patient trust and brand loyalty
Action - DTC ads need to encourage patients to question why they are not on the advertised drug
Influence - DTC ads must stimulate patients to influence their prescribing physician
Market-specific factors affecting return on investment for DTC
Chronicity of a disease - the more chronic the disease, the longer the DTC campaign
Seriousness of a disease - for empowered patients, targeted DTC is preferred
Effects of disease - targeting carers is important for treatments of debilitating diseases
Size of patient population - larger patient populations justify expensive DTC ads
Fragmentation of patient population - the need to optimize patient targeting
Cost of treatment - non-reimbursed drugs require bolder and more intense campaigns
Product-specific issues affecting return on investment for DTC
Efficacy - if the drug is a me-too, advertisers will have to be particularly creative to differentiate the brand
Safety and side effects - a poor side-effect profile can lessen the positive DTC message
Stage of lifecycle - DTC strategies must be tailored to stage of drug lifecycle
Competition-specific issues affecting return on investment for DTC
How to measure success of a DTC strategy
Pre-DTC campaign launch
Post-DTC campaign launch
Analysis of DTC campaigns using the DTC model
Rozerem: a complex campaign failed to generate return on investment
Takeda's honorable decision to delay Rozerem's DTC campaign following launch gave competitors a commercial advantage
Rozerem advert pulled by FDA
Relaunched Rozerem campaign was too complicated for the public
Rozerem had minimal market share after its first year on the market
Ambien CR: a DTC campaign marred by negative publicity over parent brand
Ambien CR DTC campaign marred by negative publicity over Ambien
Pfizer boosted awareness of the unfamiliar disease fibromyalgia
Criticism of Pfizer's 'battered woman' disease awareness campaign, but well designed FibroCenter website
Pfizer adds branded DTC campaigns to boost product promotion in light of future competition
Gardasil: a successful campaign for the cervical cancer vaccine
A strong DTC campaign for a first-to-market vaccine
Merck & Co employs a disease awareness campaign for HPV to dilute any untoward brand negativity
CHAPTER 4 DTC IN THE US
Current DTC regulations in the US
Advertisements that do not follow regulations are flagged
Concern over FDA's policing of DTC adverts
Questions over FDA's DTC prioritization strategy
FDA was slow to issue warning letters
Recent changes have attempted to make DTC regulations more stringent
Failure of the Food and Drug Administration Revitalization Act to adequately improve DTC regulation
FDAAA has strengthened DTC regulations for prescription drugs, but not by as much as originally planned
Further tightening of DTC rules for four pharmaceutical companies
PhRMA set to update its Guiding Principles on DTC advertising
An effort to increase transparency on DTC advertising
FDA and EthicAd launch consumer DTC education website
Pfizer launches self-regulation of DTC ads
PhRMA's voluntary DTC guidelines offer some protection
Case studies of television DTC advertisements that did not comply with regulations
Nasonex: the distracting bee diverts attention from side effects
Vytorin: commercial was withdrawn due to negative clinical trial results
Lipitor: use of a 'celebrity' caused advertisement to be scrutinized
Procrit: advertising was halted due to lack of evidence supporting marketing claims
Shift from TV alone, to a combination of TV and internet DTC
The internet has opened a new door for DTC
My Time to Quit: aggressive unbranded advertising is inspected after clinical trial results
CHAPTER 5 DTC IN EUROPE
Current EU regulations: no DTC but disease awareness permitted
Alternatives to DTC in Europe
Disease awareness campaigns encourage patients to seek medical advice
Internet is the key media channel for disseminating disease awareness information
Working with patient advocacy groups is essential in Europe in the absence of DTC
Patient support websites/programs can improve patient outcomes and satisfaction
Compliance programs can enhance communication with the patient
Rules and regulations for disseminating information in Europe
Pharmaceutical advertising in the UK is governed by the MHRA
40over40: disease awareness or DTC advertising in the UK?
Will DTP be allowed in Europe in the near future?
Will DTP work in Europe?
CHAPTER 6 BIBLIOGRAPHY
Publications and online articles
Datamonitor resources
Glossary
List of Tables
Table 1: The best remembered advertisements for 2007 are also the ones which ran into difficulties
List of Figures
Figure 1: Big Pharma's top 13 advertising budgets, 2006-07
Figure 2: Drivers and barriers for DTC advertising, 2008
Figure 3: DTC results in increased patient empowerment
Figure 4: The DTC process can break at any stage
Figure 5: Model for return on DTC investment
Figure 6: Sequence of events likely to affect the patient when designing a DTC strategy
Figure 7: Advice and warnings when formulating a DTC strategy
Figure 8: Model for return on DTC investment
Figure 9: Timeline and US sales of the top three insomnia franchises, Q1 2005-Q2 2008
Figure 10: US market share of the top five insomnia drugs, 2006
Figure 11: Timeline and US sales of the top three insomnia franchises, Q1 2005-Q2 2008
Figure 12: The FDA describes three types of DTC advertising
Figure 13: The FDA has become less efficient as more DTC material is submitted
Figure 14: A 2008 GAO report found two main issues with how the FDA deals with DTC advertising
Figure 15: FDAAA has strengthened DTC regulations for prescription drugs
Figure 16: The Nasonex commercial: how the most remembered DTC advert ran into trouble
Figure 17: One of the Vytorin vignettes associating family members with foods to suggest the drug treats both sources of cholesterol
Figure 18: Dr Jarvik - not licensed to practice medicine so could not actually prescribe Lipitor
Figure 19: Five major European markets have differing levels of stringency

Abstract

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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