Dtc Advertising Case Study

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Dr. Pamela, PCP, 3/14 2pm

Attitude towards DTC advertising and Patient requests for therapy.
Dr. Pamela said that it was common for Patients in her practice to request specific medications that they had seen advertised on TV, and that she does not mind these requests, or DTC advertising in general. She explained that she is typically already familiar with a drug when a Patients brings it up, so it has not been an issue for her and she feels comfortable prescribing these medications if they are a good fit for her patient’s needs.

Campaign Preference, and why.
Dr. Pamela was drawn to “I am Here” because it showed people living life to the fullest. She remarked that the wedding scene showed being able to participate in important occasions, the sex scene was highly relatable and the rally showed women bonding together to overcome migraine, and that all these scenarios suggested that with Aimagid one could show up and participate without headaches. However, Anthem did not establish a clear role for Aimagid and the MOA and claim were muted. This concern was more overt when compared with Original which offered a clearer path to the benefit of reduction in frequency of headaches and how Aimagid works. It is important to note that …show more content…
Sheila, PCP, 3/14 3pm

Attitude towards DTC advertising and Patient requests for therapy.
Dr. Sheila explained that Patients rarely research treatment options to discuss with her prior to their visit and that many of her patients are hesitant to take medications because of potential side effects, cost, and the idea of being “on” something. For these reasons, Dr. Sheila had a very positive take on DTC advertising because it helps pave the way to get her Patients on the treatments she think will help them, as she said: I love it when they encourage the Patient to talk to me because they are already bought in. It makes my job easier. They say ‘I would like to try it’ and I say ‘I want you to try it too!”

Campaign Preference, and
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