A burst of unfavorable or confusing publicity often prompts users of prescription medications to take swift actions that can hurt those medications' brand perception and market share, according to researchers at Phoenix Healthcare, a Phoenix Marketing International practice.
A recently released Phoenix study titled "Impact of Publicity on Consumer Perceptions and Actions in the Cholesterol Medication Category" also showed that doctors who treat such users are often hard pressed to respond with the latest information to a flurry of questions and requests for assistance. Such events create opportunities for competitors to convey positive reinforcement for their brands and take advantage of market turmoil.
Phoenix conducts a monthly brand audit that tracks consumers diagnosed with cholesterol problems; the audit records the consumers' perceptions and documents their behaviors with regard to all brands of cholesterol medication. In January 2008, pharmaceutical firms experienced a critical need for such an audit to gauge consumer reaction to news about medications. The ENHANCE clinical trial for Vytorin and Zetia resulted in unfavorable press coverage, and Dr. Robert Jarvik came under fire as media reports questioned his qualifications to act as spokesman for Lipitor.
Perceptions and Attitudes Can Change Rapidly in Response to News Reports
In its most recent study, Phoenix evaluates and compares how the mix of publicity and public advertising helped some brands of cholesterol medication but not others. Phoenix researchers also determined that approximately four in ten patients who are on any type of cholesterol medication - not just those taking Zetia, Vytorin, or Lipitor - subsequently came to believe that medications for lowering cholesterol levels may not be as beneficial as they had once thought.
The news on the clinical trial was partially countered by a full page public service advertisement from Merck Schering Plough, the makers of Vytorin and Zetia. But consumer-stated intentions indicate that as long as negative publicity continues, the market share of some products will continue to erode. The overall market for cholesterol medications will likely experience shrinkage as well.
"The impact of negative publicity surrounding those two items - the ENHANCE clinical trial and Dr. Jarvik as a spokesperson - has broad implications for every brand of cholesterol medication," stated Doug Zabor, executive vice president of Phoenix Healthcare.
"This new monthly Cholesterol Audit provides us with a great way to continuously monitor what's happening in this category, allowing us to provide clients with fast feedback on changes to their brand and what's driving those changes," said Mike Rosenberg, Phoenix Healthcare president.
The syndicated Phoenix Cholesterol Advertising and Communication Audit draws from a large projectable sample of consumers every month and covers all advertisements in television, print, radio, and digital formats. Reports are available to subscribers monthly, quarterly, and semiannually. Phoenix will launch similar audits in Women's Health, Sleep, and Chronic Pain in 2008.
About Phoenix Healthcare
Phoenix Healthcare Practice provides business solutions through research for the healthcare industry. We deliver value through the strategic application of marketing, relationships, and communications research. Phoenix Healthcare combines a high level of industry-based expertise with sophisticated research competencies and projective modeling by applying a "consultant" approach to business problem resolution.
Phoenix Healthcare
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States and partner to many of the largest companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries worldwide. With offices across the United States, Phoenix also offers advanced advertising and brand measurement along with direct marketing expertise.
Phoenix Marketing International
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