Advertising works on discount savings users

Compared to non-coupon users, adults that have used some form of savings/discount offers when filling or picking up a prescription in the last year are more likely to have seen healthcare ads online, in magazines, through mail solicitations, at doctors’ offices and at pharmacies.

They’re also more likely to value media advertising.

  • 39% more likely to value newspaper ads than non-coupon users
  • 32% more likely to value Internet ads or online blogs
  • 23% more likely to value TV ads
  • 22% more likely to value ads in doctors’ offices

Perhaps an even more compelling fact for pharma marketers is that 38% of discount savings users who saw an ad in their doctor’s office discussed the ad with their doctor, requested a product sample, or asked that a specific drug be prescribed.

For more information about accessing full study results, contact us here.

Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.

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