Patients have become increasingly engaged in their healthcare, capable of researching and asking sophisticated questions about treatment options. So why is the biopharmaceutical industry continuing to increase it's investment in DTC advertising that is decreasing in effectiveness and undermining the industry's efforts to re-position itself as patient-centric? We partnered with eyeforpharma to answer this question.
The Food and Drug Administration (FDA) provided permission to reuse and update the patient portion of an FDA study conducted in 1999 and 2002, looking at patient and physician attitudes toward DTC. Combined with an original survey we conducted on patient attitudes, and interviews with senior thought leaders in the pharmaceutical industry, we were able to develop a clear picture of how misguided strategy is causing patients to disengage from traditional tactics and, in some cases, become actively hostile to the medium.