Direct-to-consumer advertising now amounts to about 32% of all ad spending in the health care vertical.
Tag: prescription drugs
Nearly half of consumers have abandoned a medication prescribed by their physician because it was too expensive, according to a survey released today by DrFirst, the nation’s leading provider of e-prescribing and patient medication management solutions. At a time when the federal government is pushing a variety of measures to make prescription drug prices more transparent to consumers, the nationwide survey revealed that fully 73% of consumers would change pharmacies if they knew that doing so would save them money on a prescription.
More medical devices are expected to come to market in 2013. The enterprises behind these devices will be increasing their ad campaigns as a result. Industry experts also believe that recently approved weight loss drugs will be heavily marketed to patients suffering from obesity and diabetes and to their physicians. But changes in the way consumers interact with medical professionals will prompt enterprises to shift their media mix.
Last month I blogged about the intricate steps pharmaceutical firms are taking to follow the law when using social media tactics. In particular, most pharma companies disable the comments section on the social media sites to ensure that consumer privacy laws, especially important in this industry, are not breached. But these steps have not been sufficient to quiet the critics.
Any way you look at it, pharmaceutical DTC marketing translates to big money. This year, industry marketers are waiting to hear the outcome on two issues. Writing for AdWeek, Jim Edwards points out that the FDA is expected to rule on the guidelines for online marketing of prescription drugs. In addition, the anticipated federal health care legislation may play a role in the future of DTC advertising. These outcomes of both of these issues will affect the future of the industry’s marketing efforts.