1. Keeping your brand
in doctors’ minds
Keeping your brand
in doctors’ minds
Power of print advertising & repeated exposures

2. CHALLENGE:
Research in the pharmaceutical marketing (to healthcare professionals) has shown that
when a message is introduced, less than half of it is remembered after the first day!

3. INCREASING MESSAGE RECALL:
Even when a person is exposed to four messages per year, the message recall is only 20%.
Thus, creating awareness for a product requires considerably more exposures to the
physician/year.

4. The power of repeated exposureThe power of repeated exposure

5. MAXIMIZING MESSAGE RECALL:
The way to improve awareness, to repeat the number of
communications to the target as frequently as possible.

6. Several studies say soSeveral studies say so
Frequency & consistency pay off
Think of the drop of water:
1. Can pierce a Rock
2. Chinese Torture
Note: Studies done on prescribing physicians

7. How to reach
Office-Based High Prescribers GP/FP/DO/IM
February 2004: n=4391
Percent Response
Study 1: How to reach office based High
Prescribers
Study 1: How to reach office based High
Prescribers
17,8
21,9
24,0
28,0
28,2
29,3
35,2
35,4
45,4
48,9
59,9
68,3
77,5
79,7
0 20 40 60 80 100
Medical Journals
Pharmaceutical Reps
Colleagues
Pharmaceutical Co. Mailings
Reference Publications
Prescription Pads
Routine Faxed Information
CME Courses
Patient Record Forms
Gov't Bulletins/Literature
Dinner Meetings
Conferences/Symposia
Video (DVD, CD, VCR)
Audio Cassettes

8. Impact of advertising on:
1) Physicians who prescribe your brand and do not see your rep
2) Physicians who prescribe your brand and see your rep
3) Physicians who do not prescribe your brand and do not see your rep
4) Physicians who do not prescribe your brand and see your rep
Study 2: Impact on physiciansStudy 2: Impact on physicians
Medical Marketing & Media

9. POSITIVE IMPACT ON
Physicians Who Prescribe
and Do Not See a Representative
POSITIVE IMPACT ON
Physicians Who Prescribe
and Do Not See a Representative
Product Attitude
Seek More Continue to Prescribe Prescribe
Information Prescribe More Often Less Often
1.7% 84.4% 12.8% 1.1%
Medical Marketing & Media

10. POSITIVE IMPACT ON
Physicians Who Prescribe and
See a Representative
POSITIVE IMPACT ON
Physicians Who Prescribe and
See a Representative
Medical Marketing & Media
Product Attitude
Seek More Continue to Prescribe Prescribe
Information Prescribe More Often Less Often
3.1% 79.8% 16.5% 0.6%

11. POSITIVE IMPACT ON
Physicians Who Do Not Prescribe &
Do Not See a Representative
POSITIVE IMPACT ON
Physicians Who Do Not Prescribe &
Do Not See a Representative
Product Attitude
Seek More Prescribe on No
Information Trial Basis Interest
26.9% 23.7% 49.4%
Medical Marketing & Media

12. POSITIVE IMPACT ON
Physicians Who Do Not Prescribe
and See a Representative
POSITIVE IMPACT ON
Physicians Who Do Not Prescribe
and See a Representative
Medical Marketing & Media
Product Attitude
Seek More Prescribe on No
Information Trial Basis Interest
23.8% 39.7% 36.5%

13. Pharma-ad StudyPharma-ad Study
Recap
The readers use and act on the information they obtain from print ads.
Print advertising can also augment the effect of detailing and make up for
a lack of it.
For more information on print advertising in medical journals, please visit
rxpromoroi.org which publishes most recent & strikingly impressive facts.
Annual Analysis of Ad/Rx Studies, Advertising Sales Dept., The New England Journal of
Medicine (617) 893-3800;
ARF/ABP Pharmaceutical Study, Association of Medical Publications, (212) 286-9854;
Pharma-Ad Study, Advertising Sales Dept., Williams & Wilkins, (410) 528-4000.

14. LA-MED association of Munich, Germany, sponsored one of the best
designed, double-blind and controlled studies of cognitive impact of
print advertising yet conducted on prescribing physicians. Titled
“Proof of Ad Effectiveness: Pharma-Ads,”
Highlights of results
1) 3 times as many doctors in the test group recalled the product
as opposed to doctors in the control group.
2) 53% recalled they had seen the product in print ads.
3) 25% reported that print ads influence their prescribing
decision, the rest of whom ½ reported that they use the ad
as source of product information.
Study 3: Pharma-ad StudyStudy 3: Pharma-ad Study

15. Study 4: Print advertising
brings sales response
Study 4: Print advertising
brings sales response
Print advertising brings sales response, return on promotional
investment, says HCI’s Marshall Paul
An analysis of the effectiveness of 20 product-promotion campaigns
from 11 companies shows that print advertising - primarily journal
advertising - increases market share and brings a significant Return
On Promotional Investment (ROPI).
The 20 campaigns studied and reported by Healthcare Communications Inc.
(HCI) were selected randomly and covered new and established products, with
large and small budgets. The study results are based on 2,000 questionnaire
respondents from each program.
Medical Marketing & Media