CMI/Compas Survey Finds Doctors' True Opinions of DTC Advertising

A CMI/Compas survey of physicians’ perceptions of DTC advertising finds that it does influence their prescribing habits, and yet still is not as valuable or informational as it could be.

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King of Prussia, PA (PRWEB) May 15, 2013

A CMI/Compas survey of physicians’ perceptions of DTC advertising finds that it does influence their prescribing habits, and yet still is not as valuable or informational as it could be.

In 2002, the FDA conducted a study of HCPs to understand their attitudes and behaviors associated with DTC advertising of prescription drugs, and recently announced they will be conducting the study again. On April 25, 2013, CMI/Compas conducted a ByDoctor® PULSE™ study of physicians using questions to gauge HCP perceptions. ByDoctor PULSE is a rapid response marketing research tool that provides instant audience insights around key campaign questions.

A sampling of the findings:

  •     Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result
  •     48% of physicians agree (5% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising informs, educates and empowers patients.
  •     52% of physicians agree (9% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising removes stigma associated with certain diseases
  •     Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient's relationship with a clinician

The survey included 104 physicians across multiple specialties. For a free copy of full findings or to learn more about how ByDoctor® PULSE™ can help you engage your prescriber audiences, please contact Lindsay Dinan at ldinan(at)cmicompas(dot)com.

About CMI/Compas
Well-known as a media planning and buying organization for healthcare clients, sister agencies Communications Media, Inc. (CMI) and Compas, Inc. together form the indispensable strategic marketing partner to the world’s game-changers in health, offering guidance at every level of marketing. CMI/Compas focuses on core service offerings of Media, Innovation, Customer Insights, Technology, and Buying. CMI/Compas is laser-focused on helping clients move the promotional needle. CMI/Compas has offices in Philadelphia; King of Prussia, PA; Pennsauken, NJ; and New York. The family of companies is actively recruiting for healthcare marketing jobs via http://www.cmirecruiter.com.


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