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How Do Physicians Influence OTC Purchases?

OTC

From a study conducted by Natalie Hill, Vice President, Research, AccentHealth

Should you take another look at your OTC media mix? Most direct-to-physician (DTP) pharma marketing is aimed at educating them on prescription products.

OTC campaigns are primarily aimed at the consumer. But a recent study by AccentHealth, a patient education media company, shows that OTC sales are also heavily influenced by physician-patient interaction. With the sheer amount of healthcare information out there, advice from a trusted professional can be meaningful and often decisive. Here are a few snapshots from what the study discovered:

SOURCES OF OTC INFORMATION

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THE DOCTOR-PATIENT DISCUSSION

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THE ROLE OF THE PHYSICIAN AS RECOMMENDER AND REASONS FOR OTC USE

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THE INFLUENCE OF MANUFACTURER-SUPPLIED TOOLS IN-OFFICE

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THE INFLUENCE OF MANUFACTURER-SUPPLIED TOOLS IN-OFFICE

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ADDITIONAL CONSIDERATIONS WHEN SELECTING AN OTC:

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PATIENT ADHERENCE WITH OTC RECOMMENDATIONS

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TOP 5 SOURCES OF OTC INFORMATION BY GENERATION

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COMMENT

Based in AccentHealth’s New York City office, Natalie Hill joined the company in August 2008 to lead its research team. She is responsible for management of AccentHealth’s research activities, including promotion response analytics, network profiling and segmentation, custom research design, and the development of targeting initiatives designed to support growth of the AccentHealth networks. Natalie joined AccentHealth from Verispan (now IMS Health) where she held varying roles in Market Research, Product Development, and Sales, concentrating in the areas of syndicated panel research (prescription, diagnosis and promotional audits), promotion response, and longitudinal patient data analysis. Contact Erin Fitzgerald, Vice President, Marketing, at EFitzgerald@AccentHealth.com

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Written by hsandm

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