This document discusses direct-to-consumer (DTC) advertising of pharmaceutical products. It defines DTC advertising as marketing pharmaceutical products directly to consumers through various media like TV, print, radio, and social media. DTC advertising is meant to educate consumers about medical conditions and available treatments, and works in conjunction with doctors, not in isolation. The document also notes how new media and the internet have expanded consumers' access to health information and enabled the evolution of DTC advertising. Some examples of early DTC advertising campaigns for specific drugs are provided. The document concludes by discussing opportunities for the company Vasu to conduct DTC advertising through educational camps and seminars and targeted product leaflets.

1. DTC: A Growth Driver trend
renewed
Marketing's Role in Outstanding
Performance
Of The Organization
Dr D K Mehta / Vasu / MIS 2013 / Selvas

2. The concept of DTC
• Direct-to-consumer
advertising (DTC
advertising) usually refers
to the marketing of
Pharmaceutical Products
• Forms of DTC advertising
include TV, print, radio,
mass and social media
and un-conventional
media such as seminars,
workshops, counseling,
camps, education etc
Dr D K Mehta / Vasu / MIS 2013 / Selvas

3. DTC is not OTC
• DTC
– As an extension to Ethical
Promotion
– Educational and
Promotional in nature
– Sensitizing
consumer(Patient) about
the problem and
availability of solution
– Effective tool for the
serious ailments too
– Works hand-in-hand with
GP/CP promotion
– Social Media can be boon
• OTC
– Deviation from the ethical
route
– Selling in nature
– Enticing consumer to buy
the product
– Possible only for common
ailments such as cough,
cold, constipation, pain,
fever, sore-throat etc
– Works in isolation of
Medical profession
Dr D K Mehta / Vasu / MIS 2013 / Selvas

4. Relevance of DTC to i-Generation
• Educated consumer
(Patient)
• Information seeking
consumer
• Price sensitive consumer
• Connected and
Networking
Dr D K Mehta / Vasu / MIS 2013 / Selvas

5. New media and the evolution of
direct-to-consumer advertising
• Individuals are no longer limited to just the television or
newspaper to obtain their entertainment, news, and
information, but can access content via
– websites,
– online video,
– social networks,
– mobile devices, and a variety of other ways.
• Consumers are especially shifting to new media sources for
health and pharmaceutical information
– over 145 million U.S. adults looked up health information
online in 2008 and over 327 million U.S. adults looked for
health info in 2012
Dr D K Mehta / Vasu / MIS 2013 / Selvas

6. Possible Achievements of DTC
• Discussion and spread
amongst peers
• Influence doctor
prescription
• Encourage self
medication
• Direct Sale
Dr D K Mehta / Vasu / MIS 2013 / Selvas

7. Examples of DTC
Dr D K Mehta / Vasu / MIS 2013 / Selvas

8. The first direct-to-consumer print ad
was for Merck & Co's Pneumovax, a
pneumonia vaccine, which appeared
in Reader’s Digest in 1981
Dr D K Mehta / Vasu / MIS 2013 / Selvas

9. On May 13, 1983, Boots Pharmaceuticals
(the US arm of a major British
pharmaceutical company and pharmacy
chain) launched the first TV ads for a
prescription medicine in Florida for the
prescription brand of Ibuprofen called Rufen
Dr D K Mehta / Vasu / MIS 2013 / Selvas

10. • The ads, featured CEO John D. Bryer, who
delivered the message that Rufen was cheaper
than Motrin. It was a price ad and made no
efficacy claims and as such it did not include
Package Insert information.
• The company also placed a full-page ad in the
Wall Street Journal, and in the print ad, the
full package insert, the prescribing
information, was included
Dr D K Mehta / Vasu / MIS 2013 / Selvas

11. Claritin (Loratidine) was approved in
1993, and DTC advertising was
launched in 1995 by Schering-
Plough
Dr D K Mehta / Vasu / MIS 2013 / Selvas

12. In 2005: Sepracor launched Lunesta
(Hypnotic) on April 4 through
consumer advertising over the next
eight months. Sanofi-Aventis spent
$88 million defending Zolpidem’s
category leadership
Dr D K Mehta / Vasu / MIS 2013 / Selvas

13. DTC in India
• Sun Pharma started patient education at their
home after 1995, once achieved significant
market share, followed by stagnancy
• Novo Nordics', the Insulin company reach out
to the patients of Juvenile diabetes and offer
heavy but start-up discount
• Cardiac stent and artificial joints making
company depute representatives at the
hospitals to counsel patient’s relatives
Dr D K Mehta / Vasu / MIS 2013 / Selvas

14. Opportunity for Vasu
• It’s more legal for us then any allopathic
company including direct selling
• BAG, Dazzle, Glucova, Shyamala and Cutis
range of products can promoted in camps and
seminars
• Product leaflets can be targeted to specific
end-user
Dr D K Mehta / Vasu / MIS 2013 / Selvas

15. Dr D K Mehta / Vasu / MIS 2013 / Selvas