Survey: Few Gen-Xers & Baby Boomers Trust #Pharma Paid Celebrity Endorsements | Pharmaguy's Insights Into Drug Industry News |

Millennials were the most likely generation to respond to pharma advertising and visit a related website, a new survey from Makovsky/Kelton “Pulse of Online Search” survey found. Just over half (51%) of millennials would be motivated to visit a pharma site, compared to 36% of Gen-Xers and 26% of baby boomers.

Although online marketing has expanded, TV remained the most influential medium among millennials. Just over a quarter of those surveyed said they would respond most to TV advertising.
Celebrity endorsements, however, carried little weight. Only 22% of millennials and 13% of participants overall trusted celebrity endorsements of pharmaceuticals.

Although it may seem counterintuitive, millennials proved very responsive to television compared to other mediums. The youngest generation was also the most likely to ask for a medication for name when they visited the doctor’s office, with 69% reporting they would be likely to do so.