doctors’ views of direct-to-consumer drug advertising

© 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.

CMI/Compas Study on Doctors’ Views of Direct-to-Consumer Drug Advertising

In Preparation for the FDA Survey of Clinicians on

Direct-to-Consumer Drug Advertising

Conducted on April 25, 2013


In 2002, the FDA conducted a study of HCPs to understand their attitudes and behaviors associated with DTC advertising of prescription drugs…

The 2002 physician questionnaire asked for information regarding the frequency of questions physicians received from patients, physicians’ responses to questions regarding patient questions, and prescribing behaviors involved in a recent, specific encounter in which a DTC-advertised drug was discussed. Finally, general questions were asked about physicians’ opinions regarding DTC advertising.

The results of that study can be found on http://www.fda.gov/downloads/Drugs/ScienceResearch/ResearchAreas/DrugMarketingAdvertisingandCommunicationsResearch/UCM152890.pdf

This week the FDA announced their plan to conduct a new survey focusing on physicians and other healthcare professionals to understand the effect that direct-to-consumer (DTC) pharmaceutical advertising has on their prescribers’ behaviors; as well as gain their perspective on whether or not DTC drug marketing results in inappropriate requests for prescriptions or an overestimation by patients of their efficacy.

As this announcement generated much curiosity with our media teams and our many clients, CMI/Compas decided to field our own ByDoctor® PulseTM study focusing on physicians perceptions of DTC – surveying both primary care and specialty physicians. Perhaps the responses here can serve as leading indicators for what’s to come…

Survey Responders: 104 50% from Primary Care

50% from Specialty

48% agree that DTC informs, educates and empowers patients

68% agree that DTC encourages patients to contact a clinician

52% of agree that DTC removes stigma associated with certain diseases

Only 20% of physicians agree that DTC advertising strengthens a patient’s relationship with a clinician.

81% of physicians agree DTC advertising encourages drug over-utilization

78% of physicians agree DTC advertising ultimately increases the cost of healthcare

Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result.

Summary of Key Findings

http://www.fda.gov/downloads/Drugs/ScienceResearch/ResearchAreas/DrugMarketingAdvertisingandCommunicationsResearch/UCM152890.pdf




On April 25, 2013, Compas conducted a ByDoctor® PULSE™ study of physicians to gauge HCP perceptions.

HERE IS WHAT WE UNCOVERED…IN DETAIL!


Nearly 53% of doctors believe Direct-to-Consumer pharmaceutical advertising should be scaled back

Should be scaled back Should be eliminated Should be increased Should continue as is0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

52.90%

18.30%

2.90%

26.00%


Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result.

10.60%

46.20%

43.30% Never received requestsReceived requests, but did not change prescribingReceived requests and changed prescribing


78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate

10.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

78.80%

21.20%

YesNo


48% of physicians agree (5% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising informs, educates and empowers patients.

Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00%

4.80%

43.30%

7.70%

32.70%

11.50%


68% of physicians agree (18% strongly; 50% somewhat) that Direct-to-Consumer pharmaceutical advertising encourages patients to contact a clinician

Strongly Agree Somewhat Agree Don't Have an Opinion

Somewhat Disagree

Strongly Disagree0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

18.30%

50.00%

12.50%14.40%

4.80%


64% of physicians agree (13% strongly; 51% somewhat) that Direct-to-Consumer pharmaceutical advertising promotes patient dialogue with health care provider(s)


Somewhat Disagree Strongly Disagree0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

12.50%

51.00%

16.30%14.40%

5.80%


Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient's relationship with a clinician

Strongly Agree Somewhat Agree Don't Have an OpinionSomewhat Disagree Strongly Disagree0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

4.80%

15.40%

24.00%

39.40%

16.30%


52% of physicians agree (9% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising removes stigma associated with certain diseases


Somewhat Disagree


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

8.60%

42.90%

21.90% 21.00%

5.70%


53% of physicians disagree (19% strongly; 34% somewhat) Direct-to-Consumer pharmaceutical advertising reduces underdiagnoses and under-treatment of conditions


Somewhat Disagree


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

4.60%

22.20%20.40%

34.30%

18.50%


63% of physicians agree (15% strongly; 48% somewhat) that Direct-to-Consumer pharmaceutical advertising misinforms patients


Somewhat Disagree Strongly Disagree0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

15.00%

47.70%

17.80%15.00%

4.70%


74% of physicians agree (28% strongly; 46% somewhat) that Direct-to-Consumer pharmaceutical advertising overemphasizes drug benefits


Somewhat Disagree


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

27.60%

45.70%

17.10%

7.60%

1.90%


50% of physicians disagree (18% strongly; 32% somewhat) that Direct-to-Consumer pharmaceutical advertising encourages patient compliance


Somewhat Disagree


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

6.70%

18.30%

25.00%

31.70%

18.30%


52% of physicians disagree (21% strongly; 31% somewhat) Direct-to-Consumer pharmaceutical advertising encourages product competition and lower prices


Somewhat Disagree


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

5.70%

22.90%

20.00%

30.50%

21.00%


68% of physicians agree (14% strongly; 54% somewhat) that Direct-to-Consumer pharmaceutical advertising promotes new drugs before safety profiles are fully known

Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

13.90%

53.70%

11.10%

15.70%

5.60%


81% of physicians agree (25% strongly; 56% somewhat) Direct-to-Consumer pharmaceutical advertising encourages drug overutilization

Strongly Agree Somewhat Agree Don't Have an OpinionSomewhat Disagree Strongly Disagree0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

24.80%

56.20%

11.40%

5.70%

1.90%


65% of physicians agree (20% strongly; 45% somewhat) that Direct-to-Consumer pharmaceutical advertising leads to inappropriate prescribing


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

20.00%

44.80%

21.90%

10.50%

2.90%


51% of physicians agree (15% strongly; 36% somewhat) that Direct-to-Consumer pharmaceutical advertising wastes appointment time


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

15.00%

35.50%

22.40%23.40%

3.70%


65% of physicians agree (23% strongly; 42% somewhat) that Direct-to-Consumer pharmaceutical advertising is not rigorously regulated


Somewhat Disagree


5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

23.10%

41.70%

16.70%13.90%

4.60%


78% of physicians agree that Direct-to-Consumer pharmaceutical advertising ultimately increases cost of healthcare

Ultimately increases the cost of healthcare

Ultimately reduces the cost of healthcare

Does not change the cost of healthcare

No opinion0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

77.90%

5.80%

12.50%

3.80%

ByDoctor® PULSETM is a rapid response marketing research survey that provides instant audience insights around key campaign questions. • Research all healthcare professionals by specialty, geography, value segment and country.• Match your target list to over 1.7 million HCPs, spanning more than 27 specialties.• 100% customized surveys include up to 7 questions.• Receive responses within hours. Valuable, real-time insights and data with ByDoctor® PULSETM

• Gauge brand awareness and track campaign effectiveness. • Anticipate prescribing patterns after change in product label, formulary access, price increase or

indications.• Assess reaction to clinical trial data or promotional efforts by a competitor.• Evaluate satisfaction and message retention for educational programs or conferences.

Highlights• Successfully engage with HCPs through their preferred media channels• Effectively measure target audience reactions as the market changes,

including decisions made by governing bodies and current events affecting your brand

• Launch key questions and receive responses rapidly, within hours• Integrate research findings with CMI/Compas’ experience and strategic

customer insights across multi-channel, non-personal promotion campaigns


To Find Out How Your Target Physicians Feel Towards DTC Advertising

Please contact:o Your CMI Media Director or Compas LeadoOr Lindsay Dinan: [email protected]

mailto:[email protected]