Advertisers call this the "Call to Action," which is the linchpin of all advertising; i.e., get your target audience off its butt to take the next step toward the purchase of your brand!
Several studies have shown that this call to action of old-fashioned print and broadcast Rx DTC advertising works.
In 2003, for example, the FDA released preliminary results from a physician survey it conducted (see "Results from FDA Physician Survey on DTC Advertising"). The survey profiled 250 GP's and 250 specialists (dermatology, allergy/pulmonology, endocrinology, and psychiatry) from a random sample of the AMA Physician Masterfile, which includes a list of all U.S. medical school graduates.
One question the FDA survey asked was: "Think about the most recent interaction you've had with a patient ... Can you think of a patient who initiated a discussion about a prescription drug they saw advertised?" Ninety-two percent (92%) of the physicians surveyed said "Yes".
This is important because doctors gave prescriptions 75% of the time to patients who asked for one.
Meanwhile, only 37% of physicians have fielded patient requests for specific meds fueled by information a patient saw in social media marketing, including disease awareness campaigns, according to a custom survey of 1,417 physicians by Sermo for FiercePharmaMarketing (here).
Why the difference? Does it mean that social media is irrelevant for pharma marketing as I suggested a few days ago ("The Irrelevance of Social Media for Pharma Marketing")?
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