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Direct-to-Consumer Marketing 2001: Converting Patient Awareness into Drug Prescriptions in the US and Europe
Datamonitor, March 2001
EXECUTIVE SUMMARY
A brief report outline
Four key things you need to know about DTC marketing
The average 1.1% of targeted patients receiving a DTC advertised drug can be increased to 6% by better targeting of relevant patient populations
Pharmaceutical companies are not exploiting the potential of Internet DTC marketing, which should be used to build long term relationships with patients, rather than to promote brands
DTC will not be legalized in Europe for at least five years, but pharmaceutical companies should launch disease awareness campaigns and intensify their PR activities to prepare for the future legalization of DTC marketing
DTC spend will reach $7.2bn globally in 2007, becoming a key tool in the pharmaceutical marketing mix
TABLE OF CONTENTS
LIST OF TABLES TOC \c 'Table'
OPTIMIZING ROI ON DTC
Introduction
Overall DTC spend
Spending patterns in DTC
Proportion of marketing budget allocated to DTC
Average DTC investment per drug
Targeted diseases
Spending per medium
The DTC action chain: how DTC translates into revenues
How to maximize the proportion of patients who see and remember an advert
Introduction
Improving the patient targeting process
Choosing the right media mix
Recommendations for optimizing the ROI on patient targeting in DTC
Consumer knowledge
Refinement of educational content
How to maximize the proportion of patients seeing their doctor for treatment
Introduction
Recommendations for increasing the proportion of patients seeing their doctor for treatment
How to maximize the proportion of patients asking their doctor to be prescribed a specific drug
Introduction
Recommendations for increasing the proportion of patients asking their doctor for a specific drug
How to maximize the proportion of patients receiving a prescription for the advertised drug
Introduction
Recommendations for increasing the proportion of patients receiving a prescription for advertised drug
How to increase the proportion of people compliant with their treatment
Introduction
Recommendations for increasing compliance through DTC
Summary conclusions: Datamonitor's best practice for optimizing ROI on DTC
Overview
Proportion of patients who see and remember the advert
Proportion of patients going to see their doctor for treatment
Proportion of patients seeing their doctor for a specific drug
Proportion of patients receiving a prescription for the advertised drug
Proportion of patients compliant with their treatment
CAPITALIZING ON THE INTERNET FOR DTC MARKETING
Introduction
Drivers and resistors of the Internet
Drivers
Resistors
The future of electronic DTC
DTC advertising options on the Internet
Introduction
Company website
Product based website
Company disease website
Sponsoring of healthcare and disease organization websites
Summary conclusion for advertising options on the Internet
How to create long term patient-pharmaceutical relationships
Introduction: what can be gained from patient-pharmaceutical relationships?
Designing the ideal service
What services can you offer?
How do you assess the impact of a website?
Case study: AstraZeneca's Prilosec website
Case study: Pfizer for Living website
Case study: Novartis' Habitrol website
Benchmarking Internet services against effectiveness in achieving DTC goals
Integration of different tools and media
Conclusions: Datamonitor's recommendations for an ideal Internet DTC service
PREPARING FOR DTC IN EUROPE
Introduction
When will DTC be legalized?
Drivers of DTC in Europe
Resistors of DTC in Europe
Balancing the drivers and resistors: when will DTC be legalized in Europe?
How can companies use DTC-like marketing in Europe?
Introduction
Option 1: Disease awareness campaigns
Option 2: Public relations
Conclusions
How can lessons from the US be integrated into European DTC strategies?
Patient groups as important links to patient communities
Which media to choose
Which countries to focus on
How much should be spent and how?
Consequences for ROI
THE FUTURE DECODED
Introduction
Global DTC spend breakdown by media type
Scenario 1: Status quo in Europe and slowing growth in the US
Overall DTC spend
Marketing budget breakdown
Scenario 2: Continued growth of DTC in the US and status quo in Europe
Overall DTC spend
Marketing budget breakdown
Scenario 3: Continued growth of DTC in the US and rise in disease awareness campaigns in Europe
Overall DTC spend
Marketing budget breakdown
Scenario 4: Continued growth of DTC in the US and strong uptake of DTC in Europe
Overall DTC spend
Marketing budget breakdown
Datamonitor's evaluation and recommendation of the most likely scenario
APPENDIX
Overview of regulations affecting DTC marketing in the US
1938-62
1962-August 1997
August 1997-June 1999
Review of television advertising in June 1999
Overview of regulations affecting DTC marketing in Europe
References
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