Direct to Consumer Advertising for Ethical Pharmaceuticals

Alan Branthwaite

Describes an integrated research programme to develop television advertising for direct-to-consumer (DTC) advertising of ethical pharmaceuticals.

Directtoconsumer Advertising for Ethical Pharmaceuticals

Outlining an integrated research programme for advertising development to meet the needs of clients and agencies.

Alan BraithwaiteMillward Brown

INTRODUCTION

The changing climate of healthcare in the UK is transforming patients into consumers and participants in decisions regarding their medical treatment (1). One consequence of this is that pharmaceutical companies will seek to inform patients about the available drugs through directtoconsumer (DTC) advertising, following the us example (2).

However, while the industry has longterm expertise in using print advertising and facetoface sales detailing to communicate with doctors, it has almost no experience of consumer...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands