Patient Involvement Boosts Compliance

ACNielsen U.S. has released new research findings showing that direct-to-consumer (DTC) advertising is effective not only in generating initial sales of advertised prescription (Rx) medicine brands, but also in boosting patient 'compliance' -- that is, the degree to which chronic-condition sufferers refill their prescriptions in a timely manner.

Since 1997, when the Food & Drug Administration relaxed advertising guidelines, pharmaceutical manufacturers have spent billions of dollars encouraging people to ask their doctors about specific Rx brands. According to an ACNielsen Homescan Rx/OTC Consumer Panel sales analysis of 12 major DTC-advertised Rx brands from July through December 2002, more than 17% of new prescriptions filled came as a direct result of patients requesting the brand.

According to David Hoo, director of marketing, ACNielsen Homescan Consumer Panel Services, 'Direct-to-consumer advertising is making prescription drug users more proactive in managing their health. The advertising is raising awareness of specific brands and encouraging people to ask family members, friends, pharmacists, and, ultimately, their physician about them.'

One of the most significant issues facing the pharmaceutical industry is low patient compliance. The latest ACNielsen research shows that, of the 12 brands studied, prescriptions were refilled in compliance with the prescribed usage guidelines (in a time frame less than or equal to the time it should take a patient to run out of medicine) in just 30% of the cases. However, the compliance rate for pharmaceutical brands requested by patients was higher than the rate for doctor-prescribed brands.

According to David Hoo, 'It's noteworthy that when patients are actively involved in requesting specific medication brands from their physicians they are more diligent about following usage guidelines. This finding is a powerful added incentive for the pharmaceutical industry to continue with direct-to-consumer advertising.'

The ACNielsen's Homescan Rx/OTC Panel tracks Rx and over-the-counter (OTC) medication purchases, usage, and attitudes among 36,000 individuals. It provides the pharmaceutical industry with insights into issues such as the effectiveness of DTC advertising and product sampling, prescribed usage compliance, brand loyalty/switching, targeting illness sufferers and remedy users, and understanding related Rx/OTC usage.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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