Clearly, the battle for market growth is fueled by the competition for share-of-voice in the physician’s office.
Durham, NC (PRWEB) September 11, 2012
A new study by Phoenix Healthcare, a division of Phoenix Marketing International, has found that half (47%) of men 45+ suffer from multiple men’s health conditions known mostly by their acronyms ED, BPH, Low T and gout. This market of mixed morbidities is larger than any one of these conditions individually. With over 30 million men today (and growing by 14% in 2020 and 27% by 2030), it is no wonder pharmaceuticals are rapidly heating up competition for men’s attention to learn about their conditions and their brands.
Seventeen (17) ED, BPH, gout, or Low T brands jumped up DTC advertising by 33% to over $400 million dollars. This represents very rare growth in DTC. To learn if that much money resulted in more men to talking to their doctors, Phoenix surveyed a large random sample of 1,500 men, 45+. And what they discovered was surprising.
Only 1 in 10 men (13%) who talked to their doctor about their mixed gout symptoms talked about their gout. This is in stark contrast to the 8 in 10 men (76%) with mixed gout symptoms who watched Takeda’s gout treatment ads or Uloric’s green flask ads. Despite having gout symptoms, it was their symptoms for ED, Low T then BPH that won the largest shares of symptom discussion. Clearly, the battle for market growth is fueled by the competition for share-of-voice in the physician’s office.
Phoenix Healthcare introduced the 360° Marketview brand and ad tracking methodology in response to rapid changes in 21st century pharmaceutical consumer marketing. With the goal to slash the cost of network television, many pharmaceuticals began experimenting with different integrated media strategies with search, interactive banner ads, viral media (e.g. YouTube), social media, and even mobile marketing. Viagra’s innovative use of a YouTube channel and Abbott’s well seen “Is it Low T” commercial helped to poach a potential gout discussion and in turn, discuss the conditions their brands treat.
Phoenix Healthcare 360° Marketview studies currently cover 40% of all DTC spending in the US with research in the following categories: Dyslipidemia, Contraceptives, Schizophrenia, Rheumatoid Arthritis, Plaque Psoriasis, Crohn’s Disease, Psoriatic Arthritis, Ankylosing Spondylitis, and Men’s Health. A partial list of the major brands tracked in these programs include: Abilify, Actemra, AndroGel, Cialis, Cimzia, Colcrys, Ella, Enbrel, Essure, Fanapt, Generess FE, Humira, Invega Sustenna, Januvia, Levitra, Lo Loestrin FE, Mirena, Niaspan, Orencia, Ortho TriCyclen-Lo, ParaGard, Plan B, Rapiflo, Remicade, Rituxan, Seroquel XR, Simponi, Stelara, Uloric, Viagra, Victoza, and Zyprexa Relprevv .
A Men’s Health Study report on your specific category is available free. If you are interested in receiving this report or have questions about a study specific to your brand, please contact John Duggan at 508-315-6184.