DTP budgets will rise above ’06 levels

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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%.

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