Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising—Which is More Effective?

Abstract

Recently, pharmaceutical manufacturers have increased the amount of nonbranded, disease-education focused, direct-to-consumer advertisements. A comparison to branded, product-specific, ads was examined through a series of survey questions measuring consumer attitudes and the role of involvement. Nonbranded ads compared favorably to branded ads and should remain a viable part of the marketing mix. Consumers’ level of disease state involvement was the strongest determinant of attitudes overall and within the two ad groupings, as highly involved consumers had significantly more positives attitudes regarding the nonbranded ads. Regardless of involvement level, however, nonbranded ads maintained positive attitude levels.

KEYWORDS:

• branded
• direct-to-consumer advertising
• nonbranded

Notes

^a n = 219.

^b n = 218.

Note. Scale: 7-point Likert type scale with 4 as a neutral option and higher numbers representing more positive attitudes.

In the television advertisement, a female smoker discusses specific times in her day when she needs to smoke a cigarette and the difficulties of quitting. She then states it may be time to talk to her physician. After informational material about the Web site and its contents are presented, the ad reverts back to the smoker, who states “its 11:35 and it's my time to quit.” Lastly, the ad refers viewers to a phone number and the previously cited Web site for more information. On the Web site, in addition to medical information regarding smoking, a link is provided to information about an available prescription treatment option. If the user selects the link, they are then taken to a Web site for Pfizer's branded smoking cessation agent, Chantix (www.chantix.com).

George Zinkhan is deceased.