Why should marketers allocate more help-seeking DTC spendingto PR?

DTC PR boosts the ROI of disease-awareness advertising withminimal investment.  A $4 millionto $6 million PR campaign delivers a significant level of disease-state mediarelations and educational events in partnership with advocacy groups, completewith direct response mechanisms such as Web  site address, toll-free phone number and PO Box. That’s adrop in the proverbial bucket for a DTC advertising budget.

DTC PR cost helps build patient databases by deliveringmessages that are more convincing than DTCA, because independent sources (mediaand third-party organizations) are believed and trusted by consumers.

PR can also deliver disease-state messages more effectivelyto multicultural populations, which often do not receive medical informationthrough traditional channels but rather from clergy and other community-basedsources.

PR drives people into databases, where questions are asked,information is dispatched and names are captured. At some point in thedialogue, an opt-in query is made, and upon receiving the patient’s consent,the company has the chance to communicate its product messages.

Now for the bonus points. PR helps sister media improve thebottom line and patients’ lives. Research shows that knowledge about diseasestates and therapeutic options is a critical component of patient-centeredhealthcare practices. Highly involved patients are more adherent to treatmentregimens, increasing drug utilization and patient outcomes.

In addition, PR can help promote the strong evidence ofpharma’s commitment to the public good at a time when the industry’s reputationis at an all-time low and media skepticism at an all-time high.

Ilyssa Levins is president of HCIL Consulting