Good Advertising Trumps Bad Drugs
Good marketing and advertising occasionally trumps quality.
It appears that way when it comes to ads for the drug Pradaxa. In a survey conducted by the Association of Medical Media (AMM), doctors said these Pradaxa ads were the most effective.
There were six criteria:
- Does the ad communicate quickly and clearly?
- Does it have immediate appeal to gain interest?
- Does it prompt the doctor to look for more information or re-examine a course of treatment?
- Does it help with clinical decisions?
- Does it add to information already given by sales reps?
- Does it remind docs of the value of the product?
Ads for Pradaxa were the "best-rated," according to Matthew Arnold with Medical Marketing & Media, in three separate categories: cardiology, internal medicine, and multi-specialty.
AMM president Charlie Hunt said that effective drug ads in medical journals not only result in better patient care but also "can't hurt market share."
Well, that's probably true, given that sales reps for large drug companies typically make lots of money selling branded drugs. But when it comes to the Pradaxa ads, perhaps they could use some improvement, as health care professionals clearly don't understand how Pradaxa works on patients.