Consumers want info from websites, not Facebook
Nearly two in five Europeans would like to learn more about medicines directly from drugmakers, getting such info from websites.
Could it be that restrictions on direct-to-consumer advertising in Europe are too restrictive for some consumers? Well, maybe. But nearly two in five Europeans would like to learn more about medicines directly from drugmakers. However, they prefer getting such info from web sites - not Facebook or Twitter - and show little interest in online contests and games, according to a new survey.
The findings come shortly after the European Commission decided to maintain its ban on DTC advertising and allow only certain sorts of info to be communicated, such as product labeling, prices, clinical trial data and usage instructions. And only limited channels would be permitted, such as registered web sites or printed info requested by consumers. A publication in general print media will not be permitted (see here).
Nonetheless, some consumers appear willing to overlook what critics call ‘advertising in disguise,’ especially those who are already diagnosed with various afflictions, according to Manhattan Research, which conducted the survey of 3,020 adults over 18 years old in the UK, France, Germany, Italy and Spain in the third quarter of 2011 (see this).
Among the findings: 47 percent of those suffering acute pain, 52 percent of consumers with an arrhythmia and 47 percent of those with osteoporosis are more interested than the average consumer in obtaining info directly from drugmakers. Meanwhile, 56 percent of consumers in Italy are most willing to obtain info from drugmakers, while only 31 percent of those in Germany would be interested.
What are they looking for? Generally, the research firms says consumers show higher demand for practical online resources from drugmakers, such as disease and treatment information and condition management tools. Among those already using or interested in info from drugmakers, just 13 percent want to access such content on Facebook and 5 percent on Twitter. In contrast, 43 percent want to obtain pharma resources from websites about conditions and diseases.
By Ed Silverman