The Patient Perspective: Do Patients Find Pharmaceutical Ads Relevant?

When it comes to pharmaceutical ads personalizing the connection with patients and offering them relevant clear and informative guidance can enormously impact whether they seek treatment adhere to treatment plans or encourage loved ones to do the same However pharmaceutical companies are spending more and more each year on ads that are at risk of being poorly targeted and largely irrelevant to the audiences that encounter themWith the majority of the pharmaceutical industry allocating 75 of its ad spend toward traditional TV in 2020 one question remains are pharmaceutical ads actually reaching and resonating with their intended audience To get a sense of how these ads are being received DeepIntent surveyed 1244 US adults to understand whether they find pharmaceutical advertising relevant memorable and actionablePatients39 Attitudes Toward Pharmaceutical AdsConsidering the overwhelming amount of advertisements that consumers see each day the chances of all ads being relevant to one single consumer are slim to none That had us wondering about the effectiveness of pharmaceutical advertising in reaching the right patients and evaluating that effectiveness through the patient lensEarlier this year we conducted our first patient study which surveyed Americans about their attitudes toward pharmaceutical advertising and how they perceive its impact on their health and wellness We found that while patients do not feel particularly wellinformed about their treatment options some patients would be more likely to take medication if they saw an ad about itOur continuation of that research discovered that only one in three respondents 36 say pharmaceutical ads make them feel better informed when discussing treatment options with their doctor This means that 64 of respondents could benefit from more personalized timely and informative ads presenting an undeniable opportunity for more targeted and relevant advertisingMaking Ads Memorable and ActionableWith a variety of different screens and an abundance of content all competing for consumers39 attention ads need to stand out or else they39ll be tuned out For patients to find pharmaceutical ads memorable they first need to be relevant 51 said ads are more memorable when they are relevant to their medical needs and conditionsAnd when ads are memorable they inspire action After seeing an ad23 of respondents reported doing their own research17 discussed the medical condition mentioned in the ad with their provider10 asked their doctor for a prescriptionIt39s clear that pharmaceutical ads play an important role in educating patients and influencing them to seek out more information through web searches conversations with their doctor or speaking with other people taking that prescription When patients feel more informed about their treatment options they are more likely to adhere to medicationsThese findings clearly demonstrate that there is a great opportunity for pharma marketers to go beyond GRPs and take advantage of personalization and more advanced HIPAAcompliant targeting to improve the relevance of the pharmaceutical ads they serve to patients and providers A more informed patient leads to more informed discussions with their physicians improved trust better adherence to treatment and ultimately better health outcomesDownload The Patient Perspective Evaluating Ad Relevance and Personalization Amid Headwinds to learn more about how patients feel about pharmaceutical ads including the actions they39re most likely to take after seeing an ad and their preferred mediums for receiving advertising messagesArticle written by Marcella Milliet Sciorra CMO DeepIntentOriginally published at DeepIntent 11042021Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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