# Presentation: 721826

## Recent SufferersExploring Patient Behavior From Discovery  to Diagnosis

**FDA Nov 1, 2005**

## Background

**Seven conditions were identified as the key conditions for this ****year’s study:**

**Allergies**
**Arthritis**
**Cholesterol Disorder**
**Chronic Heartburn/GERD**

**Depression**
**Diabetes**
**Hypertension**

## Methodology — Sample

**Conducted online with Harris Interactive:**
**Use HPOL Panel for US Population**
**Over-sample for 7 key conditions using Harris Interactive Chronic Illness Panel**
**Final group sizes:**
**Total (N=3,570)**
**Recent Sufferers of Key Conditions (N=1,417)**
- Each Condition (N=200+)
**Field Period = September 27 - October 18, 2004**

## Stages Among Recent Sufferers—Diagnosed in Past 2 Years

| 
Pre-Diagnosis Stages | 
At & Shortly After Doctor Diagnosis | 
Post-Diagnosis
Current State |
| --- | --- | --- |
| 
Self-Diagnosis

Self-Treatment | 
Doctor Recommendations

Patient Search for Information | 
Sufferer continues to 
Evaluate condition and
Treatment options |

## Where Do Patients Turn To For Information? (Net of All Stages)

**Health Care Providers**

**Internet**

**Friends/Relatives**

**Magazines**

**Pamphlets, Brochures, TV Programs in Dr.’s Office or Pharmacy**

**TV**

**Medical Journals or Books**

**Pharmaceutical Company Websites**

**Newspapers**

**Letters or Pamphlets in Mail**

**Radio**

**None**

- *Internet advertising and health-related web sites     Base: Recently Diagnosed, Across Key Conditions

## Patients Turn To Media For Information (Net of all Stages)

## Benefits of Rx Advertising

|  | Recently Diagnosed
(n=718) | General
 Population
(n=1,785) |
| --- | --- | --- |
| Make people remember the brand name  | 82 | 79 |
| Make people more confident in talking to a doctor about their condition  | 74 | 69 |
| Provide information on who should or should not take the medication | 65 | 57 |
| Make people remember the company name  | 64 | 65 |
| Provide clear information on the drug’s benefits  | 52 | 49 |
| Supplement the information provided by a doctor  | 51 | 49 |
| Encourage people to refill a prescription  | 46 | 43 |
| Provide enough information about the drug’s side effects or risks  | 43 | 42 |
| Help people evaluate which drugs are best for them  | 41 | 32 |
| Inform people about effective dosages and duration of treatment  | 40 | 36 |
| Remind people to take their medication  | 40 | 38 |

**Q1300  **How much do you agree or disagree with each statement below?** **

**Percentage Who Completely or Somewhat Agree That Rx Ads...**

- Base: One Half of All Respondents, Randomly Selected (n=1785)

## ROLE OF TV & MAGAZINE ADS DIFFER

|  | Responses  Across All Key Conditions
(n=3767) |  |  |
| --- | --- | --- | --- |
|  | Television | Magazines | Both 
the same |
| Providing enough information about the drug’s side effects or risks | 12 | 48 | 40 |
| Providing clear information on the drug’s benefits | 15 | 38 | 47 |
| Informing people about effective dosages and duration of treatment | 14 | 38 | 48 |
| Directing people to a website for more information | 17 | 32 | 51 |
| Making people remember the brand name | 38 | 9 | 53 |
| Making people remember the company name | 34 | 10 | 56 |
| Making people more confident in talking to a doctor about their condition | 27 | 11 | 62 |
| Reminding people to take their medication | 23 | 9 | 68 |
| Encouraging people to refill a prescription | 21 | 9 | 70 |

**Which advertising do you feel was better at...?**

**Q420  **You indicated that you saw advertisements for prescription medications to treat [CONDITION] _both_ on television and in a magazine.  Which advertising do you feel was better at...?

- Note:  Calculated by taking %s of RESPONSES (vs. respondents)

## PRE-DIAGNOSISADDRESSING CONDITION

- A Time Inc. Research Report

**Notes:**
Now let’s look at our Recent sufferers and what they do before and after diagnosis to deal with their conditions.

First let’s look at prior to diagnosis.  Do they try to treat their condition?

## Efforts to Manage/Treat Condition Pre-Diagnosis

- Base=Recently Diagnosed Sufferers Who Had Symptoms/Aware Of Condition Prior to Diagnosis (n=968)

## WHAT HAPPENS AT DOCTOR’S OFFICE

- A Time Inc. Research Report

**Notes:**
Now let’s see what happens when these patients go to the doctor’s office.

## What Doctor Recommended After Diagnosis

- Base:  Recently Diagnosed Sufferers at Time of Diagnosis, n=1,417

## WHAT PATIENT IS CURRENTLY DOING

- A Time Inc. Research Report

**Notes:**
What happens afterwards when the patient continues to evaluate their condition and ways to treat it?

## How Currently Managing Condition

**Recent Sufferers do not just rely on Rx medications, but look to make lifestyle changes**

- Base=Recently Diagnosed Sufferers (n=1,417)

## Summary of Research Findings

**Health care providers play a key role **
**Advertising is an important information source**
**Encourage patient-doctor dialogue**
**Help patients understand who should & should not take Rx medications**
**Supplement information from the doctor**
**Magazines and TV work together**
**Magazines better at communicating side effects & risks**
**TV better at helping patients remember the brand & company name**
**Patients address conditions in 2 ways**
**Rx**
**Lifestyle changes**
**Need for more patient communication**
**Drs give out samples**
**Not enough give out literature about conditions or medications**

## Recent SufferersExploring Patient Behavior From Discovery  to Diagnosis

- A Time Inc. Research Report