Direct-to-consumer pharmaceutical advertising awareness is at an all- time high, with 81% of those surveyed recalling seeing DTC ads for their conditions, up from 75% last year, according to a new study.
This awareness holds true across all 25-disease states tracked by Market Measures/Cozint’s just-released 2003 DTC Monitor.
The report also found that this year, 12 brands reached or exceeded 60% awareness, a distinction achieved by just five brands in 2002.
In addition, doctor contact rates — the percent of consumers who call or visit their physicians as a result of seeing a DTC ad — have increased for the second year in a row, reaching 23%.
“Clearly, DTC is a powerful tool, for driving both awareness and action,” said Market Measures/Cozint senior vice president Sue Ramspacher in a statement. “This is particularly true for magazine campaigns, which generate both higher doctor contact rates and higher prescribing rates than TV ads. In spite of magazines’ superior performance, TV continues to be the medium of choice for DTC advertisers, due mostly to its broader reach. The gap is narrowing, however, as marketers experience the impressive results that print can deliver.”
Network
