A Comparative Overview, on Adoption of Promotional Strategies for the Marketed RNAi Therap
by Roots Analysis Roots Analysis provides market research and consulDrug developers heavily rely on a number of
broadcasting channels, which include direct to consumer (DTC) advertisements,
product websites and conferences, to promote their proprietary drugs. The
importance of such promotions is evident from the fact that the pharmaceutical
industry spent close to USD 6.1 billion in DTC advertisements in 2017 The target of such promotional content / campaigns is usually consumers
(patients), caretakers / caregivers and healthcare professionals (physicians).
However, it is important to highlight that DTC advertising of prescription
drugs is permitted only in the US, New Zealand, Bangladesh and South Korea. In
other geographies, such as Europe, such promotional campaigns are not allowed,
owing to the belief that advertisements may put physicians in a situation where
they are likely to be coerced into prescribing advertised drugs based on
patients’ demands, even if they are not the better alternatives. Additionally, other concerns include increase in healthcare costs related to
promotional activities, as healthcare is completely reimbursed by the
government in some countries.
Channels used for Promotional Campaigns
Currently, there are a number of channels available
for use by drug developers to promote their products. Some of these channels
are mentioned below:
§ Product websites: In order to provide the necessary information related to drugs to
patients and healthcare professionals, drug developers launch product specific websites.
The primary objective of such portals is to provide details on different
aspects, such as indications for which the product can be used, its efficacy,
benefits and safety concerns.
§ Patient assistance
programs: Drug makers generally initiate patient assistance
programs in order to help less privileged patient groups get access to their
drugs. In such cases, drug developers may offer to pay half or full price of
the product for a specified period of time. The objective of such patient
assistance programs is to support patients financially, as well as to provide
day to day living assistance during the course of the treatment.
§ Detailing material (face
to face sales and promotional activities): Detailing
material, such as leaflets and brochures, containing information on the drug,
is another promotional strategy used by pharmaceutical companies. The objective
of this strategy is to educate physicians about a specific product, with the
expectation that the physician will prescribe the drug to his / her patients, who
are suffering from the indication for which the drug is approved.
§ Direct to consumer (DTC)
advertisements: Promotional campaigns of prescription
products that directly target consumers (patients) are known as DTC
advertisements. Drug developers generally advertise their products using
popular media platforms, such as television, print media (magazines and
newspapers) and even over the radio. The main objective is to make patients
familiar with the product and provide information on indication(s) for which it
can be used, along with efficacy and / or safety results.
§ Oral / poster presentations at conferences: Conferences, held at the national or international level, present opportunities to drug developers to present their clinical findings generated from different clinical programs of the drug. Companies participate in such conferences to increase awareness about their initiative and respective drug products, among healthcare professionals.
Complete Report: https://www.rootsanalysis.com/reports/view_document/rnai-therapeutics-market-2nd-edition-2019-2030/278.html
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Created on Jun 30th 2020 06:59. Viewed 152 times.