Online Prescription Drug Comparisons Rising
The survey found that the No. 1 action taken by consumers after seeing a DTC ad is information seeking--before, during and even after a prescription is filled. The desire for such on-demand information is an "element that [the direct-to-consumer industry] has to contend with in additional to the traditional gatekeepers," said Cary Silvers, director of Consumer and Advertising Trends at Rodale.
The survey also found that among the 36% of consumers who remember seeing any disease awareness ad, half (52%) say they have either talked with their doctor, a friend or family member or searched for additional information online.