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Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem
Catharine Bauer and Johanna Faigelman, ESOMAR, Qualitative, Valencia, November 2013
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns.
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns. The research study uncovered strategic and deeply motivating consumer and physician insights to position the company's new products in order to be successful. As a result of the research the brand and marketing teams had a clear direction as to the strategies that were needed to be in place pre-launch for success. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.
Making the Case for Enhanced Advertising Ethics: How a New Way of Thinking About Advertising Ethics May Build Consumer Trust
Wally Snyder, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 477-483
This article presents the case to advertising professionals for the need to enhance advertising ethics in order to build consumer trust in the company and its brands.
This article presents the case to advertising professionals for the need to enhance advertising ethics in order to build consumer trust in the company and its brands. It cites research showing that consumers do not trust advertising much of the time. Key ethical concerns are discussed, including children's advertising, the blurring of advertising with news and entertainment, and behavioral advertising. In the end, it is the responsibility of the ad professionals to resolve ethical concerns proactively, and they must be encouraged to do so from the top down, and given clear permission to express their concerns.
The Ethical Aspects of Direct-to-Consumer Advertising of Prescription Drugs in the United Kingdom: Physician versus Consumer Views
Jon Reast, Dayananda Palihawadana and Haseeb Shabbir, Journal of Advertising Research, Vol. 48, No. 3, Sept 2008, pp. 450-464
This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K.
This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K. prescription drug market. The findings, in general, suggest that neither physicians nor consumers are positively disposed to the advertising of prescriptions drugs, although significant differences in attitudes toward such policies emerged between the two groups based upon “ethics and approval levels,” “ethics-related impacts,” and the “impact of unbranded disease awareness campaigns.” The findings for consumers and physicians do not at present support the extension of DTCA in the United Kingdom, but are supportive of a continuation of unbranded “disease awareness” campaigns. Guidance for practitioners within the established U.S. DTCA marketplace is also provided.
Direct-to-Consumer Advertising and Its Effect on Prescription Requests
Angela Hausman, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp. 42-56
Advertising prescription drugs to consumers is becoming increasingly common and expensive - over $3 billion in 2003 - yet the mechanism by which advertising drives requests for prescription drugs remains largely unexplored.
Advertising prescription drugs to consumers is becoming increasingly common and expensive - over $3 billion in 2003 - yet the mechanism by which advertising drives requests for prescription drugs remains largely unexplored. Contextual differences suggest an empirical trial of the classic attitude-toward-the-advertisement (Aad) model to explain how advertising influences these requests might be warranted. This study tests the Aad model, as well as a modified version of the model containing variables unique to the health care context, to test its explanatory ability in this context. Results from multiple samples suggest the superiority of the modified model in understanding drug requests across a broad range of drug types. In addition to health care variables, ethnicity and age impact modeled relationships. A discussion of the health consequences of model fit for drug companies, public policy, and consumers is also presented.
Public Responses to Direct-to-Consumer Advertising of Prescription Drugs
Sheng Yuan, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp. 30-41
In this article, the author has explored the factors that influence the effectiveness of direct-to-consumer (DTC) advertising of prescription drugs.
In this article, the author has explored the factors that influence the effectiveness of direct-to-consumer (DTC) advertising of prescription drugs. The study was based on a telephone interview with a nationally representative sample of 3,000 adults regarding their responses to DTC advertising. The findings advanced the theoretical development of DTC advertising effectiveness models, suggested ideal research methods for future study, and offered drug marketers some practical advice.
Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: they don’t really like it, but they do believe it
Sandra Diehl, Barbara Mueller and Ralf Terlutter, International Journal of Advertising, Vol. 27, No. 1, 2008, pp. 99-131
Pharmaceutical advertising has generated considerable interest among both researchers and practitioners.
Pharmaceutical advertising has generated considerable interest among both researchers and practitioners. This paper analyses overall attitude and scepticism towards both nonprescription and prescription drug advertising, and compares it to attitude and scepticism towards advertising in general, in a cross-cultural setting. The relationship between the cultural dimension of humankind’s relationship to nature and the evaluation of pharmaceutical advertising is explored. A survey of 788 respondents from the U.S. and Germany was conducted. Data revealed that while consumers have less favourable attitudes towards advertising for pharmaceutical products than towards advertising in general, consumers tend to be less sceptical of it (i.e. they believe it more, as compared to advertising in general). Regarding advertising for non-prescription vs prescription medications, consumers have less favourable attitudes towards prescription drug messages than towards non-prescription drug messages, but, contrary to expectations, no significant differences were found with regard to levels of scepticism towards the two types of drug advertising. The cultural dimension of humankind’s relationship to nature (dominance over nature) proved to be related to the evaluation of pharmaceutical advertising, though the relationship was relatively weak. A tendency to dominate nature is related to a more positive attitude and lower levels of scepticism towards pharmaceutical advertising. Regarding cultural differences, U.S. consumers have a more positive attitude towards, and are less sceptical of, advertising in general, and of advertising for prescription and nonprescription drugs, in particular, than are German consumers. Implications for consumer protection policies and for advertisers are discussed. Limitations of the study and directions for future research are addressed.
Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness
Rick T. Wilson and Brian D. Till, Journal of Advertising Research, Vol. 47, No. 3, Sept 2007, pp. 270-282
Using a large-scale database, we present, test, and refine a model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling.
Using a large-scale database, we present, test, and refine a model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling. Results suggest that consumers who are greatly involved in their healthcare and possess positive attitudes toward DTC advertising appear to be more likely to contact a doctor about the prescription drug after viewing a DTC advertisement. While individuals that are poor in health and/or hold more favorable attitudes toward the healthcare system do appear to respond to DTC advertising, the effect is quite small. The results of this study provide a comprehensive overview of DTC advertising’s effect on behavior.
Direct-to-consumer prescription drug advertising: understanding its consequences
Jisu Huh and Lee B. Becker, International Journal of Advertising, Vol. 24, No. 4, 2005, pp. 441-466
Direct-to-consumer (DTC) prescription drug advertising is one of the fastest-growing advertising categories in the USA and has generated a great deal of controversy among policy makers, physicians and consumer advocates.
Direct-to-consumer (DTC) prescription drug advertising is one of the fastest-growing advertising categories in the USA and has generated a great deal of controversy among policy makers, physicians and consumer advocates. Previous studies have demonstrated that consumers are generally aware of DTC advertising and that DTC advertising influences consumer behaviours. However, a relatively unexplored area of research is the process of how DTC advertising influences consumer behaviours and how various consumer demographic and predispositional variables moderate the procedure. This study examined three types of consumer behaviours induced by DTC drug ad exposure, using the FDA’s 1999 national survey data. The study found that exposure to DTC drug advertising was strongly related to ‘drug information seeking’, ‘thinking about communication with doctors’ and ‘actual communication with doctors’. Other factors, including prescription drug use, health conditions, control over healthcare, and various demographic variables were found to influence the behavioural outcomes. The small amount of increase in explanatory power of these variables suggested they were more likely to indirectly affect key behavioural variables through DTC drug ad exposure.
Pharmaceutical advertising in the USA: information or influence?
Bruce A Huhmann, Jennifer J Argo and Kellly J Main, International Journal of Advertising, Vol. 23, No. 1, 2004, pp. 119-142
While many parts of pharmaceutical advertisements are regulated, each advertisement alsocontains a promotional component in which the advertiser conveys information to theconsumer.
While many parts of pharmaceutical advertisements are regulated, each advertisement alsocontains a promotional component in which the advertiser conveys information to theconsumer. The purpose of this research is to examine the promotional portion ofpharmaceutical advertisements to determine whether factual information and rationalarguments are being provided to consumers to inform them of health problems, treatmentoptions, and medical science advances. The current research compares the promotionalportion of direct-to-consumer (DTC) advertisements for prescription drugs withadvertisements for over-the-counter (OTC) remedies and dietary supplements usingcontent analysis. The results indicate that DTC advertisements do not solely rely onrational appeals; instead, they are using more positive and negative emotional appeals thanOTC remedies or dietary supplements. Further, DTC advertisements also feature fewerwomen in their advertisements, more characters under the age of 18 and primarilyCaucasian models.
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