To Boost Sales, Gilead ' s Hep C Awareness Ad Focuses on Baby Boomers

Direct-to-Consumer (DTC) drug ads are less and less effective according to several studies including the eyeforpharma Whitepaper “The Great DTC Shake-Up: Patient perspectives on direct-to-consumer advertising. ”One reason for this is a"negative reaction to the use of what could be perceived as'scare tactics' or shock value to garner attention in a crowded media environment."In that report, I was quoted as saying “scare tactics might be good for awareness.” Now, however, I'm beginning to rethink that, especially whendisease awareness adsare scaring a large portion of the population to get tested for a medical condition they most likely do not have.  A case in point is a new Hepatitis C disease awareness ad by Gilead Sciences focused on"Baby Boomers."Let's look at the numbers and do some math.Read more »
Source: Pharma Marketing Blog - Category: Pharmaceuticals Tags: Gilead Harvoni Hepatitis C HepC Sovaldi Source Type: blogs