Flonase ads a top persuader, new marketing study says
GlaxoSmithKline's Flonase was the most successful brand in persuading non-users to consider asking their doctor about the brand (79 percent), according to the results of a new study from the pharma marketing firm Patient Marketing Group (PMG).
PMG's ConsumeRxperience scorecard study is a comprehensive, quantitative study in which DTC initiated relationship marketing programs are rated by the patients they are designed for. DTC ads and follow-up materials are reviewed and rated by patients and caregivers.
Among the study's key findings were:
•Pfizer's Zyrtec proved to be the most successful in persuading nonusers to consider seeking more disease education (71 percent).
•Zyrtec was also the most effective brand in persuading non-users to consider switching from another allergy medication (18 percent). Brands in some more serious condition categories that were able to persuade at least 10 percent of competitive brand users to consider switching included GSK's antidepressant Wellbutrin XL. Among panel members reviewing materials for a medication they were currently using, 39 percent said they were motivated to be more diligent
in following a doctor's directions.
A total of 1,673 panelists participated in the survey. Promotional materials for 39 brands across 19 conditions were rated for their impact on driving trial-related actions, as well as for content relevance, helpfulness, comprehension, tone and trustworthiness.