Viagra ads most recalled by consumers, study says

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Pfizer’s Viagra is the advertised drug most often recalled by consumers, according to a new report from healthcare information service Verispan. Viagra accounted for 14% of all product mentions by consumers taking part in Verispan’s Pharmaceutical Company Image 2006, a biennial analysis of pharmaceutical company and industry images. Viagra was trailed by Eli Lilly’s Cialis at 8% of mentions, Pfizer’s Lipitor at 6% and AstraZeneca’s Nexium at 6%. Although consumers were most likely to recall ads for Viagra, the brand ranked 17th in total DTC advertising spending in 2005, according to the results of a separate Verispan DTC audit. AstraZeneca’s Nexium, which recorded the highest DTC expenditures in 2005, ranked fourth in terms of consumers’ advertising recall, Verispan said. Researchers also found more than half of the consumers surveyed (54%) recalled a news story about a specific prescription product, with stories about COX-2 drugs mentioned most – Merck’s withdrawn Vioxx at 16% and Pfizer’s Celebrex at 8%. Consumers were most likely to discuss prescription drug news stories with physicians (43% of all mentions) and pharmacists (12%).
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