Potential Ban on Pharmaceutical TV Ads
Harmful or helpful for patients?
Trending in the news recently is a significant development that could impact all DTC pharmaceutical marketers.
Over the last year, Robert F. Kennedy Jr., new Secretary of the DHHS, has been discussing a potential ban on pharmaceutical TV ads. He argues that removing these ads will lead to more informed and cautious prescribing practices, prioritizing patient well-being over corporate profits^.
Our MARS Consumer Health Study reveals that patients exposed to TV and Digital healthcare advertising feel more knowledgeable about treatments and trust the companies that advertise. They also take a more proactive approach to their healthcare after noticing these ads. Below are some highlights of our findings:
Since 2022, we see a growth among patients* who noticed healthcare ads on TV or the Internet in positive perceptions regarding the benefits of pharmaceutical marketing.
Pharmaceutical advertisements make me more knowledgeable about medicines (any agree)
I trust pharmaceutical companies that advertise the medications I take (any agree)
Patients who noticed healthcare ads on TV or the Internet tend to be more proactive in gathering additional information, scheduling appointments, and adhering to prescriptions compared to those who do not.
Actions Taken After Seeing Healthcare Ads
Information
For more information on detailed study results from M3 MI, including at the specialty level, contact us at info@M3-MI.com.
^https://www.econotimes.com/RFK-Jrs-Controversial-Plan-to-Ban-TV-Drug-Ads-Sparks-Heated-Debate-1697800
*Patients are defined as having seen a prescribing physician in the last 12 months
Source: M3 MI’s MARS Consumer Health Study
Healthcare Advertising Drives Action
The MARS Consumer Health study shows that a majority of patients who view healthcare advertising, specifically TV or Internet ads, will take action.
of patients who noticed these ads on TV took at least one action
of patients who noticed these ads on the Internet took at least one action