GAUTAM PAUL (67)

KRISHNASHIS CHAKRABORTY (68)

UTPAL SINHA (69)

A TV COMMERCIAL
MARKETING MANAGEMENT CASE STUDY

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 Direct-to-consumer advertising (DTC advertising) usually
refers to the marketing of pharmaceutical products and is
directed toward patients, rather than healthcare
professionals.

 The American firms can promote prescription drugs.

 Ads on prescription drugs in US are estimated to be around

$1 billion in 1998 which exceeded the ad expenditure in
beer.

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 In 2002 the spending on DTC advertising increased to $2.8
billion.

 The first direct-to-consumer print ad was for Merck's

Pneumovax, (pneumonia vaccine) which appeared in
Reader's Digest in 1981.

 On May 13, 1983, Boots Pharmaceuticals launched TV ads in

Florida for the prescription brand of Ibuprofen called Rufen. 

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Role of Direct Advertising

 Direct advertising helps people to keep taking their drugs.

 People tend to see their doctors after seeing a drug ad and in

most of the cases it is seen that once asked the doctors
prescribed that medicine.

 The TV ads of Valtrex, used for treating genital herpes made

Glaxo receive 6lac calls.

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Continued……
 Direct advertising help people to keep taking their
drug. Non-compliance has a high cost for drug
firms.
 Ads also educate people about their treatment for
common ailments. In some cases patients learn
more about rapidly than doctors do e.g. HIV
infection
 Life style drugs are better sold through ads.
Life Style Diseases
 Lifestyle diseases (also sometimes called diseases of
longevity or diseases of civilization interchangeably)
are diseases that appear to increase in frequency as
countries become more industrialized and people
live longer. They can include Alzheimer's disease,
atherosclerosis, asthma, cancer, chronic liver disease
or cirrhosis, Chronic Obstructive Pulmonary
Disease, Type 2 diabetes, heart disease, metabolic
syndrome, nephritis or chronic renal failure,
osteoporosis, acne, stroke, depression and obesity.
Causes
 Factors in diet, lifestyle, and the house are thought to influence
susceptibility to the diseases listed below. Drug abuse,
especially tobacco smoking and alcohol drinking, as well as the
lack of exercise may increase the risk of certain diseases in
later life.
 LIFESTYLE DRUGS
 Lifestyle drug (also lifestyle medicine) is an imprecise

term commonly applied to medications which treat non-

life threatening and non-painful conditions such as
baldness, impotence, wrinkles, or acne, which perceives
as either not medical problems at all or as minor medical
conditions relative to others.
Higher income, life style diseases to place India
among top 10 drug market

 India is all set to be listed among the world’s top 10

drug markets by the end of 2015
 About 140 million people in India would be able to
live better life in next ten years
 The per capita disposable income would touch
$765 by from $463 2015 now because of the rapid
growth of the Indian economy
 The pharmaceutical market is likely to grow to
$20bn by the year 2015
Drawbacks
 Advertising of product with limited efficacy, such
as hair restoring agents, can tempt impressionable
minds and erode self esteem
 Self medication
 Over prescription
 Expensive new drugs are promoted in place of
simple molecules
Challenges ahead

 Disease management through advertising is the

next step.
 Informercials can be developed for chronic
diseases like diabates and arthirtis.
 Some Indian Ads for lifestyle drugs like..
 Sugar Free, Revital, Accu Check
Thank You