Among diagnosed patients, awareness of direct-to-consumer advertising is high - DTC - Drug Cost Studies in Brief

Drug Cost Management Report, Dec, 2002

* Among diagnosed patients, awareness of direct-to-consumer (DTC) advertising is high, according to the 2002 DTC Monitor[TM], an annual study released by Market Measures/Cozint. Survey results say that 75% of sufferers recall seeing an ad for their condition, and 90% of sufferers in eight categories are aware of advertising for their condition.

These high-awareness categories include allergy, arthritis, gastrointestinal disorders, and high cholesterol. These categories had the highest spending on DTC advertising in the first half of 2002. Meanwhile, DTC spending increased by only 8% in 2001, a significant decline from the 77% growth between 1998 and 2000. Companies spent $1.3 billion on DTC in the first half of 2002, compared with $1.4 billion the previous year. DTC spending for 2002 is expected to reach $2.6 billion, according to Market Measures/Cozint's estimates. Information: Ilene Siegalovsky, (800) 456-4405, ext. 3513.