MARKETING MANAGEMENT CASE STUDY
A TV COMMERCIAL
GAUTAM PAUL (67)
KRISHNASHIS CHAKRABORTY (68)
UTPAL SINHA (69)
Direct-to-consumer advertising (DTC advertising) usually
refers to the marketing of pharmaceutical products and is
directed toward patients, rather than healthcare
The American firms can promote prescription drugs.
Ads on prescription drugs in US are estimated to be around
$1 billion in 1998 which exceeded the ad expenditure in
In 2002 the spending on DTC advertising increased to $2.8
The first direct-to-consumer print ad was for Merck's
Pneumovax, (pneumonia vaccine) which appeared in
Reader's Digest in 1981.
On May 13, 1983, Boots Pharmaceuticals launched TV ads in
Florida for the prescription brand of Ibuprofen called Rufen.
Role of Direct Advertising
Direct advertising helps people to keep taking their drugs.
People tend to see their doctors after seeing a drug ad and in
most of the cases it is seen that once asked the doctors
prescribed that medicine.
The TV ads of Valtrex, used for treating genital herpes made
Glaxo receive 6lac calls.
Direct advertising help people to keep taking
their drug. Non-compliance has a high cost for
Ads also educate people about their treatment
for common ailments. In some cases patients
learn more about rapidly than doctors do e.g.
Life style drugs are better sold through ads.
Life Style Diseases
Lifestyle diseases (also sometimes called
diseases of longevity or diseases of civilization
interchangeably) are diseases that appear to
increase in frequency as countries become
more industrialized and people live longer.
They can include Alzheimer's disease,
atherosclerosis, asthma, cancer, chronic liver
disease or cirrhosis, Chronic Obstructive
Pulmonary Disease, Type 2 diabetes, heart
disease, metabolic syndrome, nephritis or
chronic renal failure, osteoporosis, acne,
stroke, depression and obesity.
Factors in diet, lifestyle, and the house are
thought to influence susceptibility to the diseases
listed below. Drug abuse, especially tobacco
smoking and alcohol drinking, as well as the lack
of exercise may increase the risk of certain
diseases in later life.
Lifestyle drug (also lifestyle medicine) is an
imprecise term commonly applied to
medications which treat non-life threatening
and non-painful conditions such as baldness,
impotence, wrinkles, or acne, which
perceives as either not medical problems at
all or as minor medical conditions relative to
Higher income, life style diseases
to place India among top 10 drug
India is all set to be listed among the world’s
top 10 drug markets by the end of 2015
About 140 million people in India would be
able to live better life in next ten years
The per capita disposable income would touch
$765 by from $463 2015 now because of the
rapid growth of the Indian economy
The pharmaceutical market is likely to grow to
$20bn by the year 2015
Advertising of product with limited efficacy,
such as hair restoring agents, can tempt
impressionable minds and erode self esteem
Expensive new drugs are promoted in place of
Disease management through advertising is
the next step.
Informercials can be developed for chronic
diseases like diabates and arthirtis.
Some Indian Ads for lifestyle drugs like..
Sugar Free, Revital, Accu Check