How advertising contributes to appropriate use of medicines Forum on information, promotion, and advertising of medicines in the service of health Caracas,

How advertising contributes to appropriate use of medicines

Forum on information, promotion, and advertising of medicines in the service of healthCaracas, Venezuela - October 2008David Spangler, CHPA (USA)

How advertising contributes to appropriate use of medicines

1. OTC medicine context2. Advertising context3. Information systems4. OTC advertising illustrations5. OTC communication systems6. Closing thoughts

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1. OTC medicine context

Shifting perceptions of who we are serving

Passive Patient

Proactive Participants

1. OTC medicine context

Premise: Interested consumers

1. OTC medicine context

Premise: Interested consumers

59%

62%

73%

0% 10% 20% 30% 40% 50% 60% 70% 80%

I am more likely to treat myown health condition than I

was 12 months ago

In the future I want todiagnose and treat more

ailments myself rather thangoing to the doctor

I prefer to try to treatconditions myself rather

than having to go to a doctor

1. OTC medicine context

Premise: Information access exploding

Example: Internet is the most widely used resource for health information: - 59% of USA adults use online resources

(Source: iCrossing)

1. OTC medicine context

• Information access exploding

1. OTC medicine context• Information access exploding:

Internet penetration

» From Miniwatts Marketing Group, 2008 (through www.internetworldstats.com)

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1. OTC medicine context

• Information access exploding

• WebMD has 51.9 million visitors a month

• 3 out of every 4 women seeking health information

2. Advertising context

• Low involvement medium• PAGB study by Taylor Nelson

Research:– 2 or fewer messages recalled by

consumers (Thailand study similar)

• University study in Germany on print ads:– Greater the information volume, less

specific recall

2. Advertising context

• Focus on what ads can do:– Attract attention– Offer choices: Reinforce or

introduce a product and brand

2. Advertising context

• Given limitations, heightens importance of brand name

• Brand (or trademark) as merchant’s “authentic seal; by it he vouches for the goods which bear it; it carries his name for good or ill”

• Subjective, not objective– Recognition– Trust– Behavioral connections– Relationships

2. Advertising context

Brands as powerful, subjective communicator

2. Advertising context

• Brands are subjective bundles, not a series of instructions

• Advertising brands– Not a substitute for labels. Never have

been. Never will be.

3. Information systems

• OTC Labeling– Terms that speak to consumers for

their direct use

3. Information systems

• Labeling • Educational materials, including on-

line• Health professional communications• Advertising

Information systems not limited to medicinesWhat messages reach people when and where are blurring lines

“Passengers using ANA’s cell phone check-in facilities in Japan and China don't even need to flip open their phones to show their 'boarding cards' when going through security, if their phones have ID chips.”

3. Information systems

• Shopping experience

4. OTC advertising illustrations• Losing one pound• Takes four pounds of pressure off

your knees• Feel better, Tylenol® Arthritis Pain

4. OTC advertising illustrations• Talk shows prove it all the time• Crying reduces stress• Feel better, Tylenol Extra Strength

4. OTC advertising illustrations

4. OTC advertising illustrations

5. OTC communication systems• OTC nicotine replacement therapies: + Label + Tapes + Free phone number for advice

line + Support group suggestions + Training group leaders + On-line materials

+ Advertising

5. OTC communications systems• Drawing attention to nicotine

replacement therapies to help people quit smoking had a dramatic impact– NRT use up 150% 1st year post-

Rx-to-OTC switch (USA)– 114,000 to 300,000 new former

smokers annually (USA)» Shiffman (1997; 2000)

5. OTC communication systems“The ability to sustain smokers’ interest in

quitting with NRT may be attributable, in part, to the intensive advertising and

promotional campaigns that have characterized the OTC market in NRT . . . . Although many promotional activities

promote particular products, this marketing and outreach effort also brings smoking cessation messages

before the public in unparalleled intensity.”

» Shiffman (1997)

5. OTC communication systems• Availability and ability to advertise

cough cold products drove meaningful results

• Fewer doctor visits for cough/cold– 110,000 per year drop from

mid-’70s to late ’80s» Temin (1992)

• Costs of cough/cold still large• Imagine what if . . .

5. OTC communication systems• Educational brochures

5. OTC communication systemsPrint public serviceadvertising

5. OTC communication systemsWeb and web-basedbrochures

5. OTC communication systemsPartnerships

5. OTC communication systems

• Different tools, different roles– General education– Condition, product, or brand

awareness•Advertising or mass outreach•In-store

– Label or labeling at time of purchase decision

– Label or labeling at time of use decisions -- post-purchase

6. Closing thoughts

• Timing crucial in choice of communication tool– General v. awareness v. narrowing

choice v. time of choice v. time of use

– Motivation differs, so retention differs

6. Closing thoughts

• Ultimate contribution of advertising of medicines– Provide people with choice– Raise awareness of conditions and

potential treatment options– Provides guarantees of quality, reliability,

consistency– Helps recognition among range of

choices

• Individual is choosing to buy. Individual in control