# Presentation: 498319

## Slide 1

## Time Inc. DTC Research Studies 

**Five waves of DTC research (1998-2003)**
**Reports developed with feedback from pharmaceutical industry**
**Wave 5:**
**Determine DTC information process by stage**
**Investigate compliance and healthcare issues**
**Examine impact of switching prescription medications to over-the-counter status (Claritin)**

## Time Inc. 2003 DTC Research Results

## Research Methodology 

**Pre-Qualified – Sufferers diagnosed by healthcare professional within the last 2 years and taking prescribed medications **
**Seven conditions investigated (Net of:  Allergy, Arthritis, Cholesterol Disorder, High Blood Pressure, Diabetes, GERD/Severe Heartburn, and Depression)**
**Information Process Investigated by Stage ****(Pre-diagnosis to Post-diagnosis)**
**Measurement:  Sources of information for conditions/treatments**
**5,419 Total Respondents **
**Telephone Interviews**
**Fieldwork:  July 2003**
**CNW Marketing/Research, Inc.**

**Notes:**
Looking for Sufferers who have a prescription or Friends/Family of sufferers with a prescription who helped their friend/relative seek out information about treatments

## Sources Of Information By Stage

## Sources Of Information By Stage

- Total sample ( n=5,419); Stage 1 (n=4,520); Stage 2 (n=4,086); Stage 3 (n=4,942); Stage 4 (n=4,129) Source:  CNW Marketing Research, Inc.

## Sources of Information for Conditions/ Treatments — Net All Stages

- Note: Summary of major sources Source:  CNW Marketing Research, Inc.

**Advertising**
**Sources**

##  Sources Of Information By Stage 

**Sources **Internet (Health Site, e.g., WebMD)Internet (Pharmaceutical Co. site)
- Magazine AdsMagazine Articles
- TV AdsTV Programs
- Newspaper AdsNewspaper Articles
- DoctorNursePharmacist
-  Friend/Relative
-  Doctors’ Office Brochures/Pamphlets, etc. TV Programs in Doctors’ Offices
-  Mail Solicitation
-  Medical Journals/Books
-  Other

- Note: Multiple responses are allowed.Total sample ( n=5,419); Stage 1 (n=4,520); Stage 2 (n=4,086); Stage 3 (n=4,942); Stage 4 (n=4,129) Source:  CNW Marketing Research, Inc.

##  Sources Of Information By Stage

**Sources ****  **
- Magazine Ads
- TV Ads
- Newspaper Ads** **

- Note:  Multiple responses allowed. Total sample ( n=5,419); Stage 1 (n=4,520); Stage 2 (n=4,086); Stage 3 (n=4,942); Stage 4 (n=4,129) Source:  CNW Marketing Research, Inc.

## Self-Diagnosis and Treatment Supposition

_**Definitions**_
**Accuracy of Self-Diagnosis **
**Percentage of self-diagnosis that was accurate among those who used specific sources of information in Stage 1.  Diagnosis was made by healthcare professional in Stage 3.**
**Accuracy of Treatment Supposition**
**Percentage of respondents in Stage 2 whose assessment of their treatment option was accurate.  Treatment option was made by health care professional in Stage 3 or 4.**

##  Sources Of Information By Stage 

**Sources **
** **Internet (Health Site, e.g., WebMD) Internet (Pharmaceutical Co. site)
-  Magazine Ads Magazine Articles** **
-  TV Ads TV Programs
-  Newspaper Ads Newspaper Articles
-  Doctor Nurse Pharmacist
-  Friend/Relative
-  Doctors’ Office Brochures/Pamphlets, etc. TV Programs in Doctors’ Offices
-  Mail Solicitation
-  Medical Journals/Books
-  Other

- Total sample ( n=5,419); Stage 1 (n=4,520); Stage 2 (n=4,086); Stage 3 (n=4,942); Stage 4 (n=4,129) Note:  Multiple responses allowed. Source:  CNW Marketing Research, Inc.

##  Sources Of Information By Stage 

**Sources ****  **
- Magazine Ads
- TV Ads
- Newspaper Ads

- Total sample ( n=5,419); Stage 1 (n=4,520); Stage 2 (n=4,086); Stage 3 (n=4,942); Stage 4 (n=4,129) Note:  Multiple responses allowed.  Source:  CNW Marketing Research, Inc.

## Media Sources for Health Care Information(Valued Very Much/Somewhat)

- Adult Base: 212.1MM
- Source: MARS 2003 OTC/DTC Study

## Conclusions

**Among sufferers who take prescribed medications, there are four stages in the information gathering process.**
**Each stage shows measurable differences between the sources of information and their use by the sufferer.**
**Advertising plays an important role in the initial stages of the information process (stages 1 and 2) and in stage 4 – the current state.**
**Among media sources, magazines demonstrate a high level of accuracy when it comes to helping the sufferer diagnose their ailment and probable treatment.**
**The research shows that a balanced media mix maximizes the effectiveness of the advertising message. **