Symptom relief is main take-away from either OTC or Rx DTC ads, advertiser notes.
This article was originally published in The Tan Sheet
Executive Summary
SYMPTOM RELIEF IS MAJOR TAKE-AWAY FROM EITHER OTC OR DTC Rx ADS, TRL Consumer Advertising President Shane Kennedy said during a presentation at the PharMillenium pharmaceutical congress in Stuart, Fla. Jan. 28-30. "What we've found through the course of ad testing and market research is that consumers recognize the difference in Rx and OTC brands, but when they are watching advertising and hearing communications, all they are interested in is symptom relief," Kennedy said. Consumers "are not really worried where [the medication] comes from, whether it's OTC or Rx, so from the communication standpoint, they are listening to all the messages when it comes to symptom relief."