Doctors’ Views of Direct-to-Consumer Drug Advertising

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CMI/Compas Study on Doctors’ Views of Direct-to-Consumer Drug Advertising, April 2013, In Preparation for the FDA Survey of Clinicians on Direct-to-Consumer Drug Advertising …

CMI/Compas Study on Doctors’ Views of Direct-to-Consumer Drug Advertising, April 2013, In Preparation for the FDA Survey of Clinicians on Direct-to-Consumer Drug Advertising

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  • 1. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  1 CMI/Compas Study on Doctors’ Views of Direct-to-Consumer Drug Advertising In Preparation for the FDA Survey of Clinicians on Direct-to-Consumer Drug Advertising Conducted on April 25, 2013
  • 2. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  2 In 2002, the FDA conducted a study of HCPs to understand their attitudes and behaviors associated with DTC advertising of prescription drugs… The 2002 physician questionnaire asked for information regarding the frequency of questions physicians received from patients, physicians’ responses to questions regarding patient questions, and prescribing behaviors involved in a recent, specific encounter in which a DTC- advertised drug was discussed. Finally, general questions were asked about physicians’ opinions regarding DTC advertising. The results of that study can be found on http://www.fda.gov/downloads/Drugs/ScienceResearch/ResearchAreas /DrugMarketingAdvertisingandCommunicationsResearch/UCM152890. pdf This week the FDA announced their plan to conduct a new survey focusing on physicians and other healthcare professionals to understand the effect that direct-to-consumer (DTC) pharmaceutical advertising has on their prescribers’ behaviors; as well as gain their perspective on whether or not DTC drug marketing results in inappropriate requests for prescriptions or an overestimation by patients of their efficacy. As this announcement generated much curiosity with our media teams and our many clients, CMI/Compas decided to field our own ByDoctor® PulseTM study focusing on physicians perceptions of DTC – surveying both primary care and specialty physicians. Perhaps the responses here can serve as leading indicators for what’s to come… Survey Responders: 104 50% from Primary Care 50% from Specialty 48% agree that DTC informs, educates and empowers patients 68% agree that DTC encourages patients to contact a clinician 52% of agree that DTC removes stigma associated with certain diseases Only 20% of physicians agree that DTC advertising strengthens a patient’s relationship with a clinician. 81% of physicians agree DTC advertising encourages drug over-utilization 78% of physicians agree DTC advertising ultimately increases the cost of healthcare Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result. Summary of Key Findings
  • 3. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  3 On April 25, 2013, Compas conducted a ByDoctor® PULSE™ study of physicians to gauge HCP perceptions. HERE IS WHAT WE UNCOVERED…IN DETAIL!
  • 4. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  4 Nearly 53% of doctors believe Direct-to-Consumer pharmaceutical advertising should be scaled back 52.90% 18.30% 2.90% 26.00% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Should be scaled back Should be eliminated Should be increased Should continue as is
  • 5. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  5 Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result. 10.60% 46.20% 43.30% Never received requests Received requests, but did not change prescribing Received requests and changed prescribing
  • 6. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  6 78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate 78.80% 21.20% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 1 Yes No
  • 7. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  7 48% of physicians agree (5% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising informs, educates and empowers patients. 4.80% 43.30% 7.70% 32.70% 11.50% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 8. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  8 68% of physicians agree (18% strongly; 50% somewhat) that Direct-to-Consumer pharmaceutical advertising encourages patients to contact a clinician 18.30% 50.00% 12.50% 14.40% 4.80% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 9. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  9 64% of physicians agree (13% strongly; 51% somewhat) that Direct-to-Consumer pharmaceutical advertising promotes patient dialogue with health care provider(s) 12.50% 51.00% 16.30% 14.40% 5.80% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 10. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  10 Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient's relationship with a clinician 4.80% 15.40% 24.00% 39.40% 16.30% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 11. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  11 52% of physicians agree (9% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising removes stigma associated with certain diseases 8.60% 42.90% 21.90% 21.00% 5.70% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 12. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  12 53% of physicians disagree (19% strongly; 34% somewhat) Direct-to-Consumer pharmaceutical advertising reduces underdiagnoses and under-treatment of conditions 4.60% 22.20% 20.40% 34.30% 18.50% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 13. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  13 63% of physicians agree (15% strongly; 48% somewhat) that Direct-to-Consumer pharmaceutical advertising misinforms patients 15.00% 47.70% 17.80% 15.00% 4.70% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 14. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  14 74% of physicians agree (28% strongly; 46% somewhat) that Direct-to-Consumer pharmaceutical advertising overemphasizes drug benefits 27.60% 45.70% 17.10% 7.60% 1.90% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 15. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  15 50% of physicians disagree (18% strongly; 32% somewhat) that Direct-to-Consumer pharmaceutical advertising encourages patient compliance 6.70% 18.30% 25.00% 31.70% 18.30% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 16. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  16 52% of physicians disagree (21% strongly; 31% somewhat) Direct-to-Consumer pharmaceutical advertising encourages product competition and lower prices 5.70% 22.90% 20.00% 30.50% 21.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 17. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  17 68% of physicians agree (14% strongly; 54% somewhat) that Direct-to-Consumer pharmaceutical advertising promotes new drugs before safety profiles are fully known 13.90% 53.70% 11.10% 15.70% 5.60% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 18. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  18 81% of physicians agree (25% strongly; 56% somewhat) Direct- to-Consumer pharmaceutical advertising encourages drug overutilization 24.80% 56.20% 11.40% 5.70% 1.90% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 19. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  19 65% of physicians agree (20% strongly; 45% somewhat) that Direct-to-Consumer pharmaceutical advertising leads to inappropriate prescribing 20.00% 44.80% 21.90% 10.50% 2.90% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 20. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  20 51% of physicians agree (15% strongly; 36% somewhat) that Direct-to-Consumer pharmaceutical advertising wastes appointment time 15.00% 35.50% 22.40% 23.40% 3.70% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 21. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  21 65% of physicians agree (23% strongly; 42% somewhat) that Direct-to-Consumer pharmaceutical advertising is not rigorously regulated 23.10% 41.70% 16.70% 13.90% 4.60% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree
  • 22. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  22 78% of physicians agree that Direct-to-Consumer pharmaceutical advertising ultimately increases cost of healthcare 77.90% 5.80% 12.50% 3.80% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Ultimately increases the cost of healthcare Ultimately reduces the cost of healthcare Does not change the cost of healthcare No opinion
  • 23. ByDoctor® PULSETM is a rapid response marketing research survey that provides instant audience insights around key campaign questions. • Research all healthcare professionals by specialty, geography, value segment and country. • Match your target list to over 1.7 million HCPs, spanning more than 27 specialties. • 100% customized surveys include up to 7 questions. • Receive responses within hours. Valuable, real-time insights and data with ByDoctor® PULSETM • Gauge brand awareness and track campaign effectiveness. • Anticipate prescribing patterns after change in product label, formulary access, price increase or indications. • Assess reaction to clinical trial data or promotional efforts by a competitor. • Evaluate satisfaction and message retention for educational programs or conferences. Highlights • Successfully engage with HCPs through their preferred media channels • Effectively measure target audience reactions as the market changes, including decisions made by governing bodies and current events affecting your brand • Launch key questions and receive responses rapidly, within hours • Integrate research findings with CMI/Compas’ experience and strategic customer insights across multi-channel, non-personal promotion campaigns
  • 24. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  24 To Find Out How Your Target Physicians Feel Towards DTC Advertising Please contact: oYour CMI Media Director or Compas Lead oOr Lindsay Dinan: ldinan@cmicompas.com