We’ve all seen those commercials on TV that warn you of a particular drug’s toxic side effects and urge you to consult your doctor before using it. Well, direct-to-consumer (DTC) ads like that apparently are here to stay. But where are they headed? Direct spoke with Jay Bolling, president of Roska Healthcare Advertising in Montgomeryville, PA, to get his thoughts about how things stand and what might change in the coming years.
DIRECT: Just how big is direct-to-consumer pharmaceutical advertising right now?
BOLLING: Drug manufacturers are spending a little under $5 billion, according to various estimates.
DIRECT: Do you expect growth to continue as it has during the past 10 years?
BOLLING: I think DTC advertising has flattened a bit. It may shift from traditional awareness-based to more targeted means. But reaching out to consumers is going to continue.
DIRECT: The most obvious question to ask is this — since DTC advertising has always been controversial, do you expect it to tighten up under the Obama administration?
BOLLING: I don’t see a moratorium on DTC advertising. First-amendment issues would dominate on any argument. At the same time, though, there could be various voluntary restrictions. Pharmaceutical Research and Manufacturers of America is talking about delaying advertising after [a product’s] launch so that physicians can gain more experience with or knowledge about it.
DIRECT: Does anything like this exist right now?
BOLLING: Yes. Several manufacturers already have established policies to delay DTC advertising for six months — that’s the typical one. But I also think the economy plays a bigger role than the political environment in the effectiveness of DTC advertising. The current economy and the ability to make such expenditures is going to affect DTC rather significantly. Companies might look for more targeted ways to reach consumers.
DIRECT: What kind of targeting are we talking about?
BOLLING: Rather than looking at standard demographics of, say, women between the ages of 35 and 50, [drug companies] may start considering how they can reach women who may be on a certain type of medication. Or who use different medications, or who are likely to seek therapy. Online will be a big avenue for that, without a doubt. This can also include targeting in doctors’ offices and pharmacies, and looking at the various touch points where [a pharmaceutical marketer] can intersect with the best prospects, instead of blanketing the world with television commercials.
DIRECT: How well does DTC advertising work overall?
BOLLING: DTC is a very good vehicle for raising awareness and driving people to physicians to discuss their conditions. There’s no evidence that DTC advertising will increase a single brand’s use vs. others in its category. So if you’re offering a cholesterol medication, DTC will drive people [to doctors] to talk about their cholesterol and all products will benefit from that based on prescriptions. DTC certainly lends itself to the market leaders.
DIRECT: We both know there’s been resistance to DTC from doctors’ groups and the like. Do you see that easing or changing in any way?
BOLLING: When you ask physicians whether they like DTC advertising you’re going to hear, ‘It should be coming from me and not from patients.’ Physicians always will agree that a better dialogue among them and their patients is a good thing. They oppose manufacturers that try to sell patients on specific products which may or may not be appropriate.
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