Pharmaceutical Consumers & Marketers Surveyed to Assess Perceptions of Direct-to-Consumer Advertising in the Post-Vioxx Era
The 2005 FDA hearings on Vioxx had a major impact on DTC marketing of pharmaceuticals. DTC advertising is now restricted in the early months of a newly-introduced medicine, risks must be more clearly communicated in advertising, and many pharmaceutical advertisers have shifted from TV to print advertising.
In the March issue of The Trend Report, Guideline and Med Ad News present results from a national online survey of 1,000 consumers in addition to marketers involved in the advertising and marketing of DTC medications. The Trend Report will address such questions as:
- How do consumers feel about risk communications in television ads?
- Are consumers attending to branded versus unbranded advertising?
- To what extent does DTC lead to action on the part of consumers?
- What DTC trends and issues can pharmaceutical marketers expect to face in the future?
This issue of The Trend Report will be included with the March issue of Med Ad News. Published quarterly, The Trend Report is a one-of-a-kind publication featuring statistical analysis of hot pharma topics utilizing primary market research and insight into possible implications for pharmaceutical companies.
About Med Ad News
The pharmaceutical industry’s publication of record for 25 years, Med Ad News provides broad coverage and incisive analysis of the issues, events, trends, and strategies shaping pharmaceutical business, marketing, and sales. More than 16,000 readers – comprising corporate executives, marketing, sales, and product managers – receive Med Ad News 12 times per year. For more information, contact Fran Mehesz at 215-867-0044, x211, or firstname.lastname@example.org.
About Guideline Inc.
Founded in 1969, Guideline (OTC Bulletin Board: GDLN) is the nation’s premier provider of customized research and analysis designed to help companies make more informed decisions about critical business issues. Guideline’s suite of research capabilities includes Custom Market Research, Strategic Intelligence, and On-Demand Research. Guideline specializes in nearly all major industries, including health care and pharmaceuticals, consumer packaged goods, financial and business services, media and entertainment, and manufacturing. Guideline is located at 625 Avenue of the Americas, New York, N.Y., 10011. More information is available by calling 212-645-4500 or visiting www.guideline.com.
Posted: February 2007