超越处方：探索制药广告的全面影响

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