The most effective journal ads of 2011 included those for Humira, Pradaxa and Conceptus’ Essure Procedure, according to the Doctors’ Choice Study.
For the study, meant to show the value of print professional advertising, the Association of Medical Media polled 1,600 physicians on a selection of recent ads aimed at their specialty, reviewing more than 200 ads altogether across 15 categories. The survey was conducted in mid-2012 using ads that ran in 2011. Respondents scored ads by six criteria, including whether the ad: communicates quickly and clearly; has immediate appeal to gain interest; prompts seeking of more info or re-examination of treatment; helps with clinical decisions; adds to info provided by company reps; and reminds about the value of the product.
Among single-page finalists, which included executions for Pfizer’s Premarin and The Epilepsy Company’s Vimpat, an ad Conceptus’ Essure Procedure, a birth control implant, was rated tops by doctors. Among two-page finalists, an ad for Pfizer’s Lyrica won bragging rights, followed by ones for Pfizer’s Enbrel and Forest’s Aerochamber Plus Flow-Vu. Boehringer Ingelheim’s Pradaxa was Number One among multi-page ads, followed by Abbott’s Humira and Bristol-Myers Squibb’s Orencia.
The results show that effective promotion, featuring correct messaging run at significant levels, results in better patient care, said AMM president (and MM&M VP/business development) Charlie Hunt. It can’t hurt market share, either.
“If you only go to the gym once a month, you can say ‘Gyms don’t work,’” said Hunt. “If you go three times a week, you’re going to see an improvement in performance.”
The best-rated ads by specialty were as follows:
- Cardiology: Pradaxa
- Dermatology: Humira
- Diabetes/Endocrinology: Byetta
- Internal Medicine: Pradaxa
- Multi-specialty: Pradaxa
- Nephrology: Sensipar Tablets
- Neurology: Lyrica
- Nurse Practitioners/Physician Assistants: Namenda
- Obstetrics/Gynecology: Essure Procedure
- Oncology: Xgeva
- Ophtalmology: Restasis
- Pediatrics: Aerochamber Plus Flow-Vu
- Psychiatry: Namenda
- Pulmonary Disease: Daliresp
- Rheumatologicals: Humira