DTP budgets will rise above ’06 levels

Share this article:
Investment in patient education and patient-facing communications are on the rise, according to the results a newly released report from Cutting Edge Information.

The 263-page report—Patient Education and Direct-to-Patient Communication—compiles data from 20 different brand-based patient education programs from across the drug industry.
Among those surveyed, 76% revealed that their DTP budgets will increase from 2006 levels—not only in real dollars but also as a percentage of the overall marketing budget.

Surveyed marketing teams said they balance their brand plans with both DTC advertising and educational objectives, when necessary. Of the brands examined, five engaged in general DTC advertising, while twelve brands did not utilize DTC to achieve commercial goals.

Five of the eight brands that conducted DTC plan to maintain 2006’s DTC activity at the same level relative to patient education and other patient-focused communications, the report said.
Three of the surveyed brands plan to increase “the weight” of DTC advertising in their communications with end users. No brands plan to decrease DTC activity relative to patient education and other patient-focused communications.

One challenge for brand teams is determining how much of a promotional message to insert into their patient education material, the report said.

Surveyed brand team members favored branded material, at 43% of content, unbranded material 38%.

Share this article:
close

Next Article in News

Email Newsletters

More in News

Lilly takes on Amgen's Enbrel

Lilly takes on Amgen's Enbrel

Phase-III tests indicate Lilly's experimental treatment bests Amgen's for moderate-to-severe plaque psoriasis.

GSK Ellipta franchise expands

GSK Ellipta franchise expands

The FDA has approved Arnuity Ellipta for asthma.

Five things for pharma marketers to know: Thursday, August 21

Five things for pharma marketers to know: Thursday, ...

An Ebola survivor is set to leave Emory University Hospital, but the cause of the cure is uncertain, the FDA has approved a new type 1 diabetes test, and the ...