DTC Ad Spending Fell In The First Quarter
2 CommentsBy Ed Silverman // June 3rd, 2008 // 4:09 pm
Spending was off slightly - $1.2927 billion compared with $1.2935 billion - according to DTC Perspectives, citing Nielsen Monitor-Plus data. In other words, no growth. However, the consulting firm notes that the results marked a turnaround from last year’s fourth quarter, when spending declined 15.2 percent, which marked the first quarterly drop since DTC began 10 years ago.
The two top media channels struggled as DTC advertising on network TV fell 3.3 percent, excluding pharma corporate advertising, and print DTC in consumer magazines dropping 2.5 percent, also excluding corporate ads, according to DTC Perspectives. Network TV, the consulting firm adds, captured almost 34 percent of all measured DTC advertising in the period.
Among brands, a decline in spending by the leading sleep remedies was offset by major campaigns from five brands that didn’t advertise in last year’s first quarter but all had reported spending of more than $20 million: Glaxo’s Veramyst; Pfizer’s Celebrex and Chantix; Boehringer-Ingelheim’s Mirapex and AstraZeneca’s Symbicort.
DTC Perspectives also points out that DTC for sleeping pills - Sepracor’s Lunesta, Sanofi-Aventis’ Ambien CR and Takeda’s Rozerem - was trimmed in this year’s first quarter by 42 percent, 33 percent and 74 percent, respectively. The aggregate total spending cuts for the three leading advertisers was more than $80 million, according to Monitor-Plus data.
Dan
Published on http://www.brainblogger.com
Your Television as you doctor?
Often, usually on television, one viewing will often at times see an advertisement for some type of medication- usually one involved in a large market disease state and the commercial is sponsored usually by a big pharmaceutical company for a particular network. This is called direct to consumer advertising, and doctors would prefer they did not exist.
Since 1997, when the FDA relaxed regulations regarding this form of advertising, the popularity of the creation of such commercials has greatly increased. The pharmaceutical industry spends around 5 billion annually on this media source now. Normally, the creation of such a commercial becomes visible to the consumer within a year of the drug’s approval, which raises safety concerns. And involves money spent that could be applied to greater uses, according t many, but we are dealing with a corporation here.
The purpose of DTC ads is not education, in my opinion, as others have claimed. Any advertising of any type shares the same objective, which is to increase sales and grow their market and, in this case, for a particular perceived medical condition or disease state. The intent of DTC advertising is to generate an emotional response from the viewer, such as fear or concern, believing upon research that the viewer will then question as to whether they need to seek treatment for what may be an unconfirmed medical condition. Furthermore, the FDA has admitted that they are ignorant as far as the content of such DTC ads, in relation to their accuracy and clarity, as well as their effect on the health care system.
DTC advertising is also a catalyst for and similar to disease mongering.
Disease mongering is the creation of what some believe to be medical flaws, and illustrated by the creators through exaggeration and embellishments through media sources as an avenue for suc propaganda, as is often seen with DTC advertising. Yet the flaws may not be medical, but corporate creations of these questionable human ailments that do not require treatment, possibly, and may be an attempt to develop a particular medical condition to acquire profit. One of my favorite DTCs is the new indication for the use of an anti-depressant for a social disorder. This used to be called introversion, a term created by Dr. Carl Yung. And it is a personality trait, not a medical disease. There are other questionable medical conditions claimed in the contents of DTC commercials, as the creators wish to grow the market for a particular, and possibly fictional, disease state. Then there is baldness treatments advertised, as another example. Lifestyle meds are not treatment meds for illnesses, and should not be portrayed as such.
Also, DTC ads discuss only one treatment option normally, so it seems, when likely several treatment options exist for authentic medical disorders. This should be left to the discretion of the doctor, as they assess your health, not your television or another media source. That’s why most of the world does not conduct DTC advertising, with the exception of our country and New Zealand.
Finally, DTC advertising and its ability to influence viewers to make their own assessment instead of a medical professional remains largely unregulated, yet apparently effective for the DTC creators. People are prone to believe what they see and hear, regardless of whether or not it is actually true. Many, after viewing a DTC ad, seek out a doctor visit and request whatever product that was advertised, which makes things cumbersome for the doctor chosen for such a visit. So the doctor and patient relationship is altered in a negative way, because most DTC ads require a prescription.
Medical information and claims of suggested health ailments should come from those in the medical field instead of the corporate world. Perhaps this will save some over-prescribing, which will benefit everyone in the long term. And the Health Care System can regain control of their purpose, which is far from financial prosperity.
“Do every act of your life as if it were your last.” —- Marcus Aurelius
Dan Abshear
Sam
BRAVO DAN, BRAVO