Unfavorable Feelings About Television Advertising for Prescription Drugs From Physicians and Public, According to AdSAM SenseUS
From Market Wire (April 18, 2011)
GAINESVILLE, FL -- (MARKET WIRE) -- 04/18/11 -- AdSAM®, the leader in measuring emotional response, today releases its SenseUs® Healthcare Poll, focusing on physician and patient perceptions about prescription drug advertising. The study reveals that:
* Overall, neither physicians nor the public have favorable
feelings about television advertising for prescription drugs;
however physicians are more opposed to it (Public: 54% unfavorable
feelings; Physicians: 67% unfavorable feelings).
o The negative feelings expressed vary ranging from Alarmed
(stressed, terrified) to Troubled (displeased) to Sullen (gloomy,
sluggish). Thus, it is clear that there is opportunity for drug
companies to improve their mass media communication
strategies.
* Public's Feelings About Rx TV Ads - 2009 vs. 2010:
o The public has become more accepting of television advertising
for prescription drugs since 2009, as fewer (-8%) feel unfavorably
about it.
o Feelings are a bit less Alarmed (-7%) and a bit more Indifferent
(+3%), Ambivalent (+2%) and Comfortable (+3%). These feelings do
not suggest an increase in wholehearted support for the ads, but
rather they indicate a bit more acceptance or tolerance.
* Physicians' Feelings About Rx TV Ads - 2009 vs. 2010:
o While the public has become a bit more accepting of television
ads for prescription drugs since 2009, physicians feel more
unfavorably (-11%).
o With increased Sullen (+7%) (weary, pitiful) and Troubled (+3%)
(distrustful) feelings, it is clear that a growing number of
physicians feel unempowered by Rx television ads.
The complete report is available at www.SenseUs.net
SenseUs® is the only omnibus survey that measures both rational AND EMOTIONAL reactions of Americans to current topics and issues, products, services and more. These polls are conducted by AdSAM, the leading worldwide provider of emotional response market research.
"Feelings are overlooked in many research plans, which is unfortunate since emotions are the precursor to action," said Jon Morris, Ph.D., president of AdSAM and communications professor at the University of Florida.
About AdSAM
This cross cultural, non-verbal, technique has been applied in
academic, marketing and communications research for two decades.
Visit adsam.com for more information.
About SenseUS
Since the fall of 2007, SenseUs has examined public perceptions,
attitudes and emotions to issues that affect policy. It is offered
free of charge in the public interest. Learn more at
senseus.net.
Add to Digg Bookmark with del.icio.us Add to Newsvine
For more information:
Conrad Morris
260-563-8654
Email Contact
www.senseus.net
www.adsam.com
Posted: April 2011
