Celebrity, Mascot or No, Consumer #Pharma TV Ads Have Little Influence, Survey Says | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Treato, the single largest source of online consumer insights on healthcare, released their annual survey on consumers' opinions of DTC advertisements. The survey of more than 500 Treato.com users found that consumers are rarely motivated to take action after seeing an advertisement for a drug on TV. Only seven percent of respondents said they have asked a doctor about a drug after seeing an advertisement about it on TV. This is significantly down from last year's survey in which 21 percent of respondents said that they had asked a doctor about a drug they saw on TV.

 

The Treato.com survey also revealed that consumers aren't easily influenced by celebrities in DTC advertisements as 76 percent of respondents said they are no more inclined to pay attention to a drug advertisement even if it features a celebrity. In addition, animated characters seem to have little influence on consumers as 80 percent of respondents said they are no more inclined to pay attention to a drug advertisement if it features an animated character.

 

"Pharma marketers need to think of more innovative ways to engage directly with health consumers," says Ido Hadari, CEO of Treato. "It's clear that consumers are rarely responsive to the one way communication of TV advertisements."