Seed Newsvine
Having the Detrol discussion with your doctor
Jul/18/2008 01:59 Filed in: Current DTC
One of the biggest disappointments to DTC marketers is to learn that patients are aware of their product and intend to ask for it but at the moment of truth they don’t ask their physician about or for the medication. For products like Viagra and Cialis it’s primarily because of the embarrassment of admitting that you are having a problem along with the fear that your doctor might poke you somewhere you don’t want to be poked. I am sure that Pfizer has similar research to show that women are embarrassed to ask about bladder control problems and rather than ignore this barrier they are addressing it head on in their DTC ads.
There is a lot of talk within the advertising industry about awareness and intent. A lot of marketers feel that awareness does not necessarily lead to intent to ask/purchase products and as thus new metrics have to be put into place to measure the impact of advertising. I could see some patients going into their doctors and saying “I want to have the Detrol discussion”. It’s a great ice breaker and could lead to an open discussion of bladder control problems and treatment options.
The Detrol LA website follows up on this campaign with a call out for the discussion with your physician along with steps to take including a rebate of up to $20 for your first Rx. Although the Website is a little “busy” it has a lot of information and women do read information on the Web differently than men.
Well done Detrol DTC team. Great ad !
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