DDR on DTC: Lyrica and Humira
There are several similarities between the two ads. Both are highly targeted at female sufferers of chronic conditions: Lyrica for fibromyalgia and Humira for psoriasis. The ads also are similar in that they deploy a “demo” to show how the drug works, an effective and time-honored way to depict “relief.” Humira uses a photo of the results; Lyrica, a simple medical illustration.But the ads differ in key ways:
- The Humira ad features a satisfied patient while the Lyrica ad uses a prospect seeking relief. In DTC, these are important strategic differences. A satisfied patient shows how a sufferer could feel if he/she asks for the specific brand, but a prospect seeking relief conveys symptom information that could drive a conversation with a doctor.
- The Lyrica ad occupies a single page while the Humira ad is two-page spread—the only spread among all the DTC ads in the issue. Although a single page is certainly less expensive, the two-page spread conveys a sense of importance that lends the Humira ad an “announcement” feel.
Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG. Contact: email@example.com