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BeyondThe
Prescription
Exploringthefullimpactofpharmaads
Pharmaadvertisingistraditionallyfocusedonpromotingmedications.
Butdoesitsimpact
extendfurther
M/GNA+
2
Ourgoals
3
2
1
Quantifytheimpactofpharmaadsacross
audiencecohorts
Exploreopportunitiesforpharmabrands
Determinewhetherpharmaadshaveanimpactthat
extendsbeyondbrandbuilding
M/GNA+
3
OurMethodology
Patientinterviews
Doctorinterviews
?Total:n=1,166
?Age:18+
?Thosewhoseeahealthcareprovideratleastonceayear
M/GNA+
Onlinesurveytounderstandpatients’opinionsofpharmaadstoday,andwhatvalue,ifany,theyreceive
?Total:n=1,001
?Age:30+
?Doctorswithamixof
specializations(including
generalpractitioners)whohavepracticedmedicineforlongerthanayear
Onlinesurveytouncover
doctors’viewsonpharmaadsandtheirimpactonpatients
4
Pharmaadsdo
theirprimaryjob
Raisingawarenessoftreatmentoptions
Interestingly,learningabout
newmedicationsisn’tdrivenbyoldergenerationsalone.61%ofadultGenZand62%of
Millennialshavelearnedaboutnewtreatmentoptionsfrompharmaads
63%
ofpatientslearnabout
medicationstheywerepreviouslyunawareofthroughpharmaads
M/GNA
5
Patientsurvey;n=1,166
Howmuchdoyouagreeordisagreewiththefollowingstatements?-informmeaboutmedicationsIpreviouslyhadn’theardof
Goingdeeper
Additionalvalueof
pharmaads
M/GNA+
Patientinsight
Pharmaads…
Serveasatop
educationalresourcefornearly1/3ofpeople
Sourceofawarenessforhealthconditionsormedications%selectedpharmaads
Patientsurvey;n=1,166
M/GNA
Whatarethetopwaysyoubecomeawareofhealthconditionsormedicationsrelevanttoyou?-Messagesfrompharmacompanies
29%
Ofpatientsrelyonpharmaadsasoneofthetopwaystheybecomeawareofhealthconditionsor
medications
7
Patientinsight
Pharmaads…
Guidebetterhealth
management
Opinionofpharmaads
%agreeorstronglyagree
48%
Saidpharmaadshelpthemmakeinformeddecisionsabouttheirhealth
M/GNA
Patientsurvey;n=1,166
8
Howmuchdoyouagreeordisagreewiththefollowingstatements?-helpmemakeinformeddecisionsaboutmyhealth
Patientinsight
Pharmaadshelppeople…
Discovernewhealthconditions
Pastimpactofpharmaads%yes
Ifnotforpharmaads…
55%
Discoveredahealthconditiontheydidn’tknowtheyhad
62%
Wouldhavemissedoutonlearningaboutthecondition
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoufindoutaboutahealthconditionyoudidn’tknowyouhadYoumentionedlearningaboutamedicationorconditionfromapharmacompany'smessage.Imagineyouhadnotlearnedaboutitthroughthemessage.Howlikelywouldthefollowingscenarioshavebeen?-IwouldhavemissedoutondiscoveringaconditionthatIorsomeoneclosetomeisexperiencing
M/GNA
9
Patientsurvey;n=1,166
Patientinsight
Pharmaadshelppatients…
Bettermanage
existingconditions
Pastimpactofpharmaads%yes
54%
Saidpharmaads
helpedthembettermanageanexistinghealthcondition
Ifnotforpharmaads…
61%
Saidtheiroverallunderstandingoftheconditionwouldhavebeenlesscomprehensive
M/GNA
Patientsurvey;n=1,166
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoubettermanageahealthcondition
Youmentionedlearningaboutamedicationorconditionfromapharmacompany'smessage.Imagineyouhadnotlearnedaboutitthroughthemessage.Howlikelywouldthefollowingscenarioshavebeen?-Myoverallunderstandingofmyconditionwouldhavebeenlesscomprehensive
10
Doctorinsight
Evendoctorssee
patientbenefitsfrom
pharmaads
Doctors’opinionoftheimpactofpharmaads%agreeorstronglyagree
M/GNA
Thinkingofpharmamessagingingeneral,howmuchdoyouagreeordisagreewiththefollowing?-%agreeorstronglyagree
Doctorsurvey;n=1,001
92%
Saidpharmaadsincreasepatients'awarenessof
treatmentoptions
91%
Saidpharmaadsimprovepatients’understandingoftheircondition
11
Doctorinsight
Infact,doctorssee
lastingbenefitsfrom
pharmaadsonenhancedproactivecare
Doctors’opinionoftheimpactofpharmaads%agreeorstronglyagree
M/GNA
Thinkingofpharmamessagingingeneral,howmuchdoyouagreeordisagreewiththefollowing?-%agreeorstronglyagree
Doctorsurvey;n=1,001
92%
Saidpharmaads
encouragepatientstodiscusshealthconcerns
92%
Saidpharmaadsempower
patientstotakeamoreactiveroleinmanagingtheirhealth
12
Topbeneficiaries
Whatpatientcohorts
benefitmore?
Pharmaadsareespeciallyhelpfulamongthosewith
limitedaccesstohealthcare
Pastimpactofpharmaadsbyaccesstohealthcare%yes
Discoveredanewhealthcondition
WithouteasyaccessNeutral
Witheasyaccess
67%
Bettermanagedanexistinghealthcondition
WithouteasyaccessNeutral
Witheasyaccess
75%
Patientsurvey;Withouteasyaccessn=50,Neutraln=195,Witheasyaccessn=921
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoufindoutaboutahealthconditionyoudidn’tknowyouhadHavemessagesfrompharma
companieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoubettermanageahealthcondition14
Surprisingly,adultGenZderivethemost
valuefrompharmaads
Pastimpactofpharmaadsbygeneration
%yes
AdultGenZ
Millennials
GenX
Boomers
Discoveredanewhealthcondition
52%
48%
49%
31%
Bettermanagedanexistingcondition
63%
59%
56%
40%
M/GNA
Patientsurvey;AdultGenZn=155,Millennialn=321,GenXn=286,Boomersn=404
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoufindoutaboutahealthconditionyoudidn’tknowyouhadHavemessagesfromcompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoubettermanageahealthcondition
pharma
15
Pharmaadsareespeciallylikelytoserveasan
educationaltoolformulticulturalaudiences
NativeHawaiian
White
Bettermanageanexistinghealthcondition
83%80%
71%71%68%
58%
HH/LatinoAAPIBlack/AAIndigenous
American/FirstNations
Pastimpactofpharmaadsbyethnicity/race%yes
Discoveranewhealthcondition
68%
65%
59%58%
44%44%
Black/AAAAPIHH/LatinoNative
Hawaiian
Indigenous
American/First
Nations
White
M/GNA
Patientsurvey;Black/AAn=233,Asian/PacificIslandern=136,HH/Latinon=153,NativeHawaiiann=64,IndigenousAmerican/FirstNationn=87,Whiten=595
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoufindoutaboutahealthconditionyoudidn’tknowyouhadHavemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoubettermanageahealthcondition
16
Caregiversofchildrenbettermanagehealthconditions
Pharmaadsalsohelpparentsfindoutabouthealthconditionsforsomeoneclosetothem(57%vs.43%fornot-parents)
Pastimpactofpharmaadsbyparentstatus%yes
47%
Parents
41%
Non-Parents
Discoveranewhealthcondition
80%Parents
51%Non-Parents
Bettermanagean
existinghealthcondition
M/GNA
Patientsurvey;Parentsn=366,Non-parentsn=800
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoufindoutaboutahealthconditionyoudidn’tknowyouhadHavemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-Helpedyoubettermanageahealthcondition
17
Forbrands
Anopportunity
Greatertrustinpharmaads=greaterbenefitfor
patients&brands
Opennesstoreceivingpharmaadsbytrustlevel
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
%veryopen
HighlydistrustHighlytrust
Themorepeopletrustpharmaads,themorelikelytheyaretohavebenefitedfromthem
Pharmaadshelppeoplebettermanageexistinghealthconditionsbytrustlevel
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
%yes
HighlydistrustHighlytrust
M/GNA
Patientsurvey;n=1,166
Howmuchdoyoutrustthefollowingsourcesforhealthcareinformation?
Havemessagesfrompharmacompanieseverledtoanyofthefollowingoutcomesinthepast?-HelpedyoubettermanageahealthconditionIngeneral,howopenareyoutoreceivingmessagesfrompharmacompanies(e.g.,online,TV,socialmedia,etc.)?
19
However,thereisaclearopportunityto
buildtrustfurther
31%
AllPatients
Trustinpharmamessaging%trustorhighlytrust
Generation
HealthcareAccess
Ethnicity/Race
Parentalstatus
AdultGenZ:38%
Millennials:36%
GenX:31%
Boomers:26%
Easyaccess:35%
Neutralaccess:19%
Noteasyaccess:
22%
Multicultural
audience:33%
White:24%
Parents:36%
Non-parents:29%
Patientsurvey;n=1,166
Howmuchdoyoutrustthefollowingsourcesforhealthcareinformation?20
Buildtrustwithpatient-focusedmessaging&representation
Thereisagapinwhatpatientsexpectfrompharmaadsandwhattheytypicallysee
Expectationsfrompharmaads%yes
Thosewhoexpectitinpharmaads
Thosewhotypicallyseeitinpharmaads
69%67%
Thosewhotypicallyseepeopleliketheminpharmaads…
37%
32%
White:54%
Multicultural:8%
PatienttestimonialsinadsSeeing/hearingpeoplelikemeinads
M/GNA
Patientsurvey;n=1,166
Whenthinkingaboutmessagesfrompharmacompaniesthatarerelevanttoyou,whatdoyouexpectfromthem?
21
55%
Feelthattheysee
toomanyirrelevant
pharmaads
Butmanyimpressionsaremissingthemarkonrelevance
Striv
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