How advertising contributes to appropriate use of medicines

1. How advertising contributes to appropriate use of medicines Forum on information, promotion, and advertising of medicines in the service of health Caracas, Venezuela - October 2008 David Spangler, CHPA (USA)

2. How advertising contributes to appropriate use of medicines • OTC medicine context • Advertising context • Information systems • OTC advertising illustrations • OTC communication systems • Closing thoughts

3. 1. OTC medicine context Shifting perceptions of who we are serving Passive Patient Proactive Participants

4. 1. OTC medicine context Premise: Interested consumers

5. 1. OTC medicine contextPremise: Interested consumers

6. 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)

7. 1. OTC medicine context • Information access exploding

8. 1. OTC medicine context • Information access exploding: Internet penetration • From Miniwatts Marketing Group, 2008 (through www.internetworldstats.com)

9. 1. OTC medicine context • Information access exploding • WebMD has 51.9 million visitors a month • 3 out of every 4 women seeking health information

10. 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

11. 2. Advertising context • Focus on what ads can do: • Attract attention • Offer choices: Reinforce or introduce a product and brand

12. 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

13. 2. Advertising context Brands as powerful, subjective communicator

14. 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.

15. 3. Information systems • OTC Labeling • Terms that speak to consumers for their direct use

16. 3. Information systems • Labeling • Educational materials, including on-line • Health professional communications • Advertising

17. 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.”

18. 3. Information systems • Shopping experience

19. 4. OTC advertising illustrations • Losing one pound • Takes four pounds of pressure off your knees • Feel better, Tylenol® Arthritis Pain

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

21. 4. OTC advertising illustrations

22. 4. OTC advertising illustrations

23. 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

24. 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)

25. 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)

26. 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 . . .

27. 5. OTC communication systems • Educational brochures

28. 5. OTC communication systems Print public service advertising

29. 5. OTC communication systems Web and web-based brochures

30. 5. OTC communication systemsPartnerships

31. 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

32. 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

33. 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