advertisement in pharma brand building

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Role of advertisement in building brand : 

Kamalika MBA(Pharm) 4th sem Role of advertisement in building brand

Branding….By Prof. Aaker, Managing Brand Equity : 

Branding….By Prof. Aaker, Managing Brand Equity You’re forty years old. Back in college your roommate rode an old Harley Davidson motorcycle. The girls loved it and he let you ride it once or twice. It made you feel good. You’re now in the local mall with twenty minutes to kill and twenty bucks to burn. You wander into a tee-shirt store.. On a sales counter are  three different tee shirts on display. A pile of Nikes, Addidas and a Harley Davidson design. All the same price. Which one do you think goes home with our shopper? That’s how brand association contributes to brand equity: five, ten, fifteen years after the first branding experience. They provide a reason to buy Brand equity means cash to the company that owns the brand. It means that come hell or high water, x number of consumers will buy their product. A stream of cash can be predictably relied upon. Professor Aaker went on to define the major components of brand equity as: brand loyalty, brand awareness, perceived quality, and brand associations. If a prescription drug can be defined in these terms then it must be a product that can be branded.

Slide 3: 

1997: DTC advertising begins - print, TV, Internet Sales synergy: consumer demand + “script-tracking” + “noise level” = high level prescribing (over-prescribing) “Claritin effect” - 60% written when requested CMAJ (169(3), 2003): 17 times more likely to get script when asking for it by name (U.S. - 73%) CMAJ: 50% of time doctors not sure they are following the appropriate course

Direct-to-Consumer Advertising : 

Direct-to-Consumer Advertising $4.7 - $5 Billion to consumers in 2006 ROI: 150%-420% Only US & NZ permit it But what gets advertised? Newest, most expensive, and copycats Not necessarily what’s better, safer, or appropriate

Attitudes toward DTCA : 

Attitudes toward DTCA Physicians overwhelmingly view DTC advertising negatively (Robinson, Hohmann, Rifkin 2004) Most physicians feel patients expect a particular prescription (73%) and are more likely to prescribe when believe patient has expectation (Gelland, Lyles 2007) Small amount of public (29%) believe it is a positive trend in health care (Robinson, Hohmann, Rifkin 2004) Individuals with greater involvement their health and have positive attitude toward DTCA, more likely to take action from an ad (Wilson, Till 2007) Most individuals (58%) agree that the drugs seem better than they really are (Aikin, Swasy, Braman 2004)

Types of DTCA: Reminder Contains product name only to reinforce brand recognition : 

Types of DTCA: Reminder Contains product name only to reinforce brand recognition Tami flu

Types of DTCA : Help-SeekerContains information about a disease or condition with a recommendation to consult a health care provider : 

Types of DTCA : Help-SeekerContains information about a disease or condition with a recommendation to consult a health care provider

Types of DTCA : Product-claim: Includes product’s name and therapeutic claim, including safety and efficiency : 

Types of DTCA : Product-claim: Includes product’s name and therapeutic claim, including safety and efficiency

What’s wrong with DTCA Uneducated self-diagnosis : 

What’s wrong with DTCA Uneducated self-diagnosis

What’s wrong with DTCA:Unnecessary/inappropriate medication : 

What’s wrong with DTCA:Unnecessary/inappropriate medication

Further on Ritalin : 

Further on Ritalin “Multiple family members taking ADHD medications is becoming more common, as parents and children are treated for the disorder they share” “family ties hold strong, especially when it come to filling prescriptions for stimulant medications” Parents of Children on an ADHD medication are 10 times more likely to take an ADHD drug Parents fill script 1st 41% of the time, followed by the parent filling the script for the child In households that began treatment, 60% of the time it was mother and child - “a striking correlation” Average age parent: 43; child: 13 In families with at least one parent and one child on Rx, the likelihood of a 2nd child taking Rx doubled (versus families with no parent taking Rx) Heredity has long been suggested as a cause of ADHD, but this is the first study of significant magnitude to confirm the theory.” - Dr. Epstein Dr. Epstein: Is chief medical officer for Medco, the largest pharmacy benefits manager in U.S., which ran the study - a review of 107,000 prescription claims of children 5 to 19 in 2005 (net revenue in ‘05 - $38 billion dollars) Conclusion: psychiatrists must rethink old theories of ADHD resolving by late Adolescence - Dr. Fassler APA trustee

What’s wrong with DTCAHarms Dr-Patient Relationship : 

What’s wrong with DTCAHarms Dr-Patient Relationship Wastes scarce time in visit Undermines doctor-patient trust Affects prescribing

What drugs need promoting? : 

What drugs need promoting? “[T]o rely on the drug companies for unbiased evaluations of their products makes about as much sense as relying on beer companies to teach us about alcoholism…The fact is that marketing is meant to sell drugs, and the less important the drug, the more marketing it takes to sell it. Important new drugs do not need much promotion. Me-too drugs do.” Marcia Angell, MD, New England Journal of Medicine

Vioxx: DTCA’s poster child : 

Vioxx: DTCA’s poster child Over 20 million people took it Was it useful? 1-2% of patients, less gastric risk No better than ibuprofen Expensive! 80,000-120,000 cardiac events, 32,000-48,000 deaths (Graham) Millions of unnecessary Rxs Billions in unnecessary spending Prediction of public backlash and increased regulation of DTCA

Post-Vioxx predictions : 

Post-Vioxx predictions “DTCA spending will decrease” “DTCA will become more sober & educational” “Consumers will become skeptical” “Congress regulated DTCA” “FDA enforcement increased” “Industry self-regulation” “DTCA will shift away from TV”

“DTCA spend will decrease” : 

“DTCA spend will decrease” Vioxx withdrawal Sept 30, 2004

DTCA still “working” : 

DTCA still “working” Top 3 Products by Sales, 2006 Sources: IMS Health, “Top 10 Products by U.S. Sales”, and DTC Perspectives, June/July 2007

DTCA dwarfed by promotions to physicians : 

DTCA dwarfed by promotions to physicians (Detailing, Journal ads Samples) Source: “A Decade of Direct-to-Consumer Advertising of Prescription Drugs,” Donohue,Julie M.; Cevasco,Marisa; Rosenthal,Meredith B., N Engl J Med, 2007, 357, 7, 673-681 DTCA has a positive but small impact on adherence to medication therapy (looking at cholesterol lowering-drugs) (Donohue, Berndt, etc 2004)

DTCA will become moresober & educational : 

DTCA will become moresober & educational Brief surge of “doctors in white coats” appearing in ads Now a mixed bag of “educational” ads and over-the-top ads

“Consumers will becomemore skeptical” : 

“Consumers will becomemore skeptical” Level of trust with drug industry (Harris Poll, 4/07) Trust: 27% vs. Distrust 42% TNS Healthcare Poll of consumers, 6/07 60%: Ads are misleading and/or contain exaggerated claims. Almost half: Broadcast ads do not contain enough information about risks and side effects 43%: Ads are unclear and lead patients to request inappropriate drugs.

“Congress will regulate DTCA” : 

“Congress will regulate DTCA” PDUFA Fines for deceptive ads (Senate: max $150k, House: max $250k) Fees for pre-broadcast review

“FDA Enforcement will increase” : 

“FDA Enforcement will increase” Source: GAO, “Improvements Needed in FDA’s Oversight of Direct-to-Consumer Advertising” Vioxx withdrawal, 9/30/04 OCC approval requirement, 1/31/02 2006 2007 so far 3 1 (My additions for 2006 & 2007)

“Industry will self-regulate” : 

“Industry will self-regulate” PhRMA “Guiding Principles on Direct to Consumer Advertisements” Vague & unenforceable “Office of Accountability” report – no details! Fox Guarding The Henhouse Award Violations aplenty

“DTCA will shift away from TV” : 

“DTCA will shift away from TV” TV Magazines

In India : 

In India Sudler & Hennessey campaign for Dr Reddy's Laboratories It featured multiple six-foot-wide mirrors placed strategically around cities, forcing pedestrians to notice their legs—and a message on the glass: Diabetes-induced foot ulcers can cause leg amputation. Gold-winning campaign at the Rx Club Awards

More… : 

More… The Cupid The Chappal Campaign

Appendix:1 (Top Pharma Advertising Companies) : 

Appendix:1 (Top Pharma Advertising Companies)

Appendix:2 : 

Appendix:2

Appendix:3 : 

Appendix:3

Thank You for your time : 

Thank You for your time

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