'Ask Your Doctor!' Measuringthe effect of directtoconsumercommunications in the world'slargest healthcare market
Hugh J. White and Lindsey P. Draves MARS (Multimedia Audience Research Systems)Roland Soong KMR (Kantar Media Research)Chris Moore Ogilvy & Mather
INTRODUCTION
Prior to 1997, US pharmaceutical marketing communication efforts focused almost entirely on professionaleducation and patient education materials delivered through physicians. By 2001, the industry was investing US$2.8 billion in messages aimed directly to consumers, vs. US$6.7 billion for traditional physician detailing [1] andeducational...