TV advertising ‘influences patients’ drug choices’

TV advertising is highly influential in the pharmaceutical industry, the results of a new survey suggest.

Data compiled by Kantar Media shows that 62 percent of overall marketing spend in the sector went on televisual advertising during 2014, with a poll carried out by pharmaceutical analytics firm Treato finding that these promotions have a significant influence on consumers' treatment choices.

It discovered that 21 percent of individuals have asked their doctor about a drug after seeing it advertised on TV, while an additional 5.8 percent of respondents said they would recommend a treatment after seeing it promoted via the television.

Over ten percent of people mentioned the specific brand they saw advertised, while 10.3 percent inquired about similar drugs to those they had seen on TV.

Speaking to FiercePharmaMarketing, the chief medical officer of Treato Christine Petersen commented: "The good news is that TV seems to be working well, but the bad news is that it's not working as well for all brands."