Direct-to-Consumer prescription advertising is working as well for the prescription drug market as it has been for the consumer packaged goods industry, said market research firm Ipsos PharmTrends. DTC advertising uses direct response TV and print heavily.
The company found that:
*The prescription drug buyer base increased 19% in 2002 above 1997 levels.
*One out of five consumers have reported that a prescription drug advertisement gave them a reason to seek additional information from their doctors.
* DTC advertising of branded prescription drugs has helped consumers tap into the decision-making process for treatment of their respective ailments.
*Consumers are stating that DTC ads are reminding them to refill their existing prescriptions: the rate was 15% in 2002, up from 12% the year before.
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