The Catalyst Brand Acceptance Model is designed to maximize brand ROI for DTC advertising by motivating patients through three stages of acceptance: avoidance, assessment, and acknowledgement. It uses a proprietary "P3" technique of personalization, personification, and projection to engage patients at each stage of acceptance. The model was developed with input from a behavioral psychologist and is validated by historical models and Roska Healthcare's 20 years of DTC experience. It aims to help more patients progress from awareness to seeking treatment.

1. ©2011 Roska Healthcare Advertising
The Catalyst Brand Acceptance Model (and proprietary ‘P3’ messaging technique) is
designed to motivate patients and maximize brand ROI and is the solution that
addresses the ineffectiveness of today’s DTC/DTP advertising.
It’s a validated communications model that was developed with input from a behavioral
psychologist at the Wharton School of Economics, and is based on historical work from
several health behavioral models as well as our 20 years of experience in
developing/implementing DTC & DTP initiatives (see Appendix).
Overview
• Traditional DTC efforts are based on the premise that consumer awareness
of the problem (disease), solution (Rx product), and its features & benefits will motivate
people to call their doctors and discuss treatment of their medical conditions (hopefully)
with a specific brand
• Research confirms that only a small percentage of the target consumer population will
take any action based on these ‘awareness’ efforts
− It’s hypothesized that those who take action are only the ones who have been
considering treatment for awhile and the advertising helps accelerate their
predisposed behavior
• The vast majority of consumers are not ready to take action and are relatively
unaffected by traditional DTC advertising
− Most potential patients are caught in a gap between awareness and action,
and won’t pursue Rx therapy as a result of DTC ads
− As a result, these advertising efforts are very inefficient and not a good choice
to maximize brand ROI
• The Catalyst Model has been developed to motivate consumers, and help them bridge
this gap to ‘change’ and take the required action
− This change, from awareness to action, is achieved by gaining patient acceptance
− Gaining ‘acceptance’ among the consumer target audience will increase the number
of potential patients who take the desired action (pursue Rx therapy) and maximize
the brand ROI

2. • Past research defines ‘acceptance’ not as a single event, but as a continuum, consisting
of three distinct stages:
Avoidance → Assessment → Acknowledgement
• Each stage presents different ‘hurdles’ (that are characteristic of the psychosocial
behavior that defines each stage) and ‘solutions’ (that help motivate patients to change
mindset and progress across the continuum
to full acceptance)
• Since we don’t ‘proactively’ know in which stage each member of our target audience
resides, effective DTC communications address the hurdles/solutions in all three stages
of acceptance so patients can find themselves (self-identify with the ‘hurdles’ and
associated ‘solutions’)
• The Catalyst Model uses a proprietary communication technique called ‘P3’ to maximize
each patient’s level of engagement (self-identification) and motivation (on a number of
levels) through the ‘acceptance continuum’
− Personalization
− Personification
− Projection
• Personification is the technique that allows patients to ‘see themselves’ and the
consequences of their inaction (defined in the Edelman Health Engagement Barometer),
and is especially useful to engage those patients who are avoiding their condition
− It acknowledges their condition, provides empathy and emulates the
“loved-one connection”
− It leverages ‘life moments’ to help shed light on the potential problem
• Personalization is a 1-to-1 communication technique that’s especially valuable to engage
patients in the assessment stage
− It uses ‘story-telling techniques’ to help patients engage and feel like they’re not
alone and removes the potential shame of inaction (to date)
− It provides a foundation of ‘trust’ and ‘credibility’, painting a realistic picture of the
potential problem and solutions (unlike the ‘fairytale’ images/messages so
characteristic of traditional DTC advertising)
• Projection is the communication technique that helps patients ‘visualize success’ and
acknowledge the need to take action
− It provides a ‘roadmap’ for action and helps remove the barriers associated with
treatment (health literacy, access, cost, etc.)
− It confirms the functional/emotional benefits of taking action
− It empowers patients to take responsibility for their health/well-being

3. Appendix
The Catalyst Brand Acceptance Model has been validated based on
three separate factors:
1. Consultation with Talya Miron-Shatz, PhD, behavioral psychologist at the Wharton
School, who specializes in the psychology of medical decision making, DTC advertising
and patient adherence
2. Analysis and conclusion from historical models, including:
− Health Belief Model
− Kubler-Ross Grief Theory
− Prochaska Stages of Change
− HAART Study
− Edelman Health Engagement Barometer
3. Meta-analysis of Roska Healthcare’s 20 years experience in DTP/DTC
− 20+ therapeutic categories
− 30+ pharmaceutical / device brands
− 20+% adherence rates
To see case studies and/or to discuss how the Catalyst Brand Acceptance Model fits into
your current DTC/DTP strategies, contact:
Jay Bolling
215-699-9200
jbolling@roskahealthcare.com