Web most effective for getting consumers to request specific Rx

Web most effective for getting consumers to request specific Rx

The Internet is the most effective channel for getting consumers to ask for a specific drug, according to a new survey from market research firm MRx Health and Medical Marketing & Media. The survey of 546 U.S. adults found that 34% of respondents said ads on the Internet had the biggest impact on whether they asked for a drug. Television, by comparison, had less of an impact (31%). TV also ranked lower than family and friends (33%). Other channels commonly used by pharma were the least effective, including telephone support lines (2%), newspapers (3%), and radio (4%). One-third of respondents said they are interested in prescription drug ads. However, those in poorer health are almost twice as interested as the healthiest group (45% vs. 24%). Of the patients who have asked their doctor for a specific drug, 87% said they have received it.