DTC ads boost Rx refill frequency

Drug Store News, April 28, 2003 by Michael Johnsen

BOSTON -- In a research study released last month, ACNielsen found that direct-to-consumer advertising is not only effective in generating initial sales of prescription brands, but also in boosting the frequency in which patients refill their chronic medication.

According to an ACNielsen Homescan Rx/OTC Consumer Panel sales analysis of 12 major DTC-advertised Rx brands from July through December, more than 17 percent of new prescriptions filled came as a direct result of patients requesting the brand.

"Direct-to-consumer advertising is making prescription drug users more proactive in managing their health," stated David Hoo, director of marketing for ACNielsen Homescan Consumer Panel Services. "The advertising is raising awareness of specific brands and encouraging people to ask family members, friends, pharmacists and, ultimately, their physicians about them."

Indeed, of the 12 brands studied, prescriptions were refilled in compliance with the prescribed usage guidelines just 30 percent of the time. However, the compliance rate for pharmaceutical brands actually requested by patients was 34.6 percent.

"It's noteworthy that when patients are actively involved in requesting specific medication brands from their physicians, they are more diligent about following usage guidelines," Hoo said.

ACNielsen's Homescan Rx/OTC Panel tracks Rx and over-the-counter medication purchases, usage and attitudes among 36,000 individuals.

Message reinforced at DTC convention

Indeed, at the recent DTC National Convention, keynote speaker Patrick Kelly, president of Pfizer U.S. Pharmaceuticals, commented, "The message is clear. Involved, motivated and reinforced patients are more likely to seek information, visit a doctor, be diagnosed and become more adherent to treatment."

Kelly pointed to a host of surveys and studies that, like ACNielsen, show increased doctor consultation, usage and compliance among medicines supported by an extensive DTC campaign. Two-thirds of all consumers agree that DTC ads increase awareness of new treatment options, Kelly pointed out, citing a Scott- Levin DTC Audit. Almost half of those consumers (42 percent) actively research a condition or treatment as a direct result of DTC advertising, according to an FDA patient survey.

"DTC must be understood as somthing more than mere advertising,' Kelly suggested. "We provide information that helps patients understand their conditions and their treatment options---information that helps them have more mutually rewarding interactions with their physicians and helps them get diagnosed and receive appropriate treatment."

Obviously preaching to the choir at the DTC convention, Kelly nonetheless cautioned future pharmaceutical copywriters to follow four basic principals in structuring their advertisements. First, ensure all copy is rooted in the same science that won the drug approval in the first place. Make sure the advertisement is delivered in such a way that it advocates a patient-physician relationship m managing the condition. Third, remember that all advertisements are being designed for the lay consumer. And finally, remember that the advertisements must reach a diverse population base. "I think it's important to make a special effort to bring [DTC advertising] into traditionally less-empowered munities--especially communities where people have less access to health care information," Kelly said.