In sharp contrast, development of DTC ads aimed at consumers requires a completely different approach because consumers lack the training of health professionals. Therefore, a good DTC ad will speak directly to symptoms the consumer can recognize and identify with. I'm looking at a colorful full-page picture of a smiling, apparently healthy woman watering her roses. The ad promotes a medication to treat chemotherapy-induced anemia. I wonder how many consumers even realize that the picture is connected with the full page of text that faces it.
Consumers are concerned about their symptoms.
That is why they are so receptive to DTC ads that speak directly to their medical problems. No wonder the Prilosec ad showing the poor soul in obvious distress from his heartburn is so effective. The connection has been made. Compare that with the ad that uses the image of a woman watering flowers. She's not going to identify with being outside, smiling, and watering flowers.