Nov/08/2009 01:22
Just what DTC
marketers don't want to hear. A new study from
Verilogue suggests patients either aren’t asking
for a drug by name, or worse, they’re asking
about its scary side effects. It recorded 12,500
real conversations between patients and
physicians and found only 23 requests for
specific drugs. And according to the new study,
which Verilogue showed to BusinessWeek
in
advance of its Nov. 9 release, the most expensive
ad campaigns did not prompt the greatest number
of inquiries. Now I admit that DTC marketing
needs improvement but this study is flawed in so
many ways that it's amazing that a publication
like Business Week could buy into it.
Read
More...
Tags: Bad market research
