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Keeping your brand in doctors’ minds
Keeping your brand in doctors’ minds
Power of print advertising & repeated exposures
CHALLENGE: Research in the pharmaceutical marketing (to healthcare professionals) has shown that
when a message is introduced, less than half of it is remembered after the first day!
INCREASING MESSAGE RECALL:
Even when a person is exposed to four messages per year, the message recall is only 20%. Thus, creating awareness for a product requires considerably more exposures to the
physician/year.
The power of repeated exposureThe power of repeated exposure
MAXIMIZING MESSAGE RECALL:The way to improve awareness, to repeat the number of communications to the target as frequently as possible.
Several studies say soSeveral studies say so
Frequency & consistency pay off
Think of the drop of water:1. Can pierce a Rock2. Chinese Torture
Note: Studies done on prescribing physicians
How to reachOffice-Based High Prescribers GP/FP/DO/IM
February 2004: n=4391
Percent Response
Study 1: How to reach office based High Prescribers
Study 1: How to reach office based High Prescribers
17,821,9
24,028,028,229,3
35,235,4
45,448,9
59,968,3
77,579,7
0 20 40 60 80 100
Medical JournalsPharmaceutical RepsColleaguesPharmaceutical Co. MailingsReference PublicationsPrescription PadsRoutine Faxed InformationCME CoursesPatient Record FormsGov't Bulletins/LiteratureDinner MeetingsConferences/SymposiaVideo (DVD, CD, VCR)Audio Cassettes
Impact of advertising on:
1) Physicians who prescribe your brand and do not see your rep
2) Physicians who prescribe your brand and see your rep
3) Physicians who do not prescribe your brand and do not see your rep
4) Physicians who do not prescribe your brand and see your rep
Study 2: Impact on physiciansStudy 2: Impact on physicians
Medical Marketing & Media
POSITIVE IMPACT ONPhysicians Who Prescribe
and Do Not See a Representative
POSITIVE IMPACT ONPhysicians Who Prescribe
and Do Not See a Representative
Product Attitude
Seek More Continue to Prescribe Prescribe
Information Prescribe More Often Less Often
1.7% 84.4% 12.8% 1.1%
Medical Marketing & Media
POSITIVE IMPACT ONPhysicians Who Prescribe and
See a Representative
POSITIVE IMPACT ONPhysicians Who Prescribe and
See a Representative
Medical Marketing & Media
Product Attitude
Seek More Continue to Prescribe Prescribe
Information Prescribe More Often Less Often
3.1% 79.8% 16.5% 0.6%
POSITIVE IMPACT ONPhysicians Who Do Not Prescribe &
Do Not See a Representative
POSITIVE IMPACT ONPhysicians Who Do Not Prescribe &
Do Not See a Representative
Product Attitude
Seek More Prescribe on No
Information Trial Basis Interest
26.9% 23.7% 49.4%
Medical Marketing & Media
POSITIVE IMPACT ONPhysicians Who Do Not Prescribe
and See a Representative
POSITIVE IMPACT ONPhysicians Who Do Not Prescribe
and See a Representative
Medical Marketing & Media
Product Attitude
Seek More Prescribe on No
Information Trial Basis Interest
23.8% 39.7% 36.5%
Pharma-ad StudyPharma-ad StudyRecap
The readers use and act on the information they obtain from print ads. Print advert ising can also augment the effect of detail ing and make up for a lack of i t .
For more information on print advertising in medical journals, please visit rxpromoroi.org which publishes most recent & strikingly impressive facts.
Annual Analysis of Ad/Rx Studies , Advertising Sales Dept., The New England Journal of Medicine (617) 893-3800;ARF/ABP Pharmaceutical Study , Associat ion of Medical Publ ications, (212) 286-9854;Pharma-Ad Study, Advert ising Sales Dept., Wil l iams & Wilkins, (410) 528-4000.
LA-MED associat ion of Munich, Germany, sponsored one of the best designed, double-bl ind and controlled studies of cognit ive impact of print advert ising yet conducted on prescribing physicians. Tit led “Proof of Ad Effectiveness: Pharma-Ads,”
Highlights of results
1) 3 times as many doctors in the test group recalled the product as opposed to doctors in the control group.
2) 53% recalled they had seen the product in print ads.
3) 25% reported that print ads influence their prescribing decision, the rest of whom ½ reported that they use the ad as source of product information.
Study 3: Pharma-ad StudyStudy 3: Pharma-ad Study
Study 4: Print advertising brings sales response
Study 4: Print advertising brings sales response
Print advertising brings sales response, return on promotional investment, says HCI’s Marshall Paul
An analysis of the effectiveness of 20 product-promotion campaigns from 11 companies shows that print advertising - primarily journal advertising - increases market share and brings a significant Return On Promotional Investment (ROPI).
The 20 campaigns studied and reported by Healthcare Communications Inc. (HCI) were selected randomly and covered new and established products, with large and small budgets. The study results are based on 2,000 questionnaire respondents from each program.
Medical Marketing & Media
