Rx drug ads to consumers
Executive Summary
Consulting firm Scott-Levin Associates reports that drug manufacturers spent $50 mil. on consumer drug advertising in 1987, twice as much as in 1986. Merrell Dow was the leader in direct-to-consumer ad spending with its campaign for Seldane. Of consumers recalling the Seldane ads, the Scott-Levin survey found that 18% discussed the drug with an MD or pharmacist. Scott-Levin's study also found that in a recent consumer survey, two-thirds recalled exposure to a drugstore ad pertaining to the lower cost of generic drugs, with 43% receiving a generic prescription as result.
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Consulting firm Scott-Levin Associates reports that drug
manufacturers spent $50 mil. on consumer drug advertising in 1987,
twice as much as in 1986. Merrell Dow was the leader in
direct-to-consumer ad spending with its campaign for
Seldane. Of consumers recalling the Seldane ads, the
Scott-Levin survey found that 18% discussed the drug with an MD or
pharmacist. Scott-Levin's study also found that in a recent
consumer survey, two-thirds recalled exposure to a drugstore ad
pertaining to the lower cost of generic drugs, with 43% receiving a
generic prescription as result. |