JUICE at ASCO 2015 —Direct-to-Consumer Advertising in Oncology: Ensuring a Positive Effect on Patient Care

By | 2015-11-04T15:52:57+00:00 June 18, 2015|Events, Healthcare Trends, Insights, Oncology, Viewpoints|

JUICE Pharma Worldwide was in Chicago to report on the proceedings of the American Society of Clinical Oncology (ASCO) 2015 Annual Meeting. Medical Director Florian Brey, MD, and the JUICE team share the latest developments and research advances in cancer treatment.

JUICE’s Anne Davison shares ideas on the steps that physicians and industry can take to ensure DTC advertising has a positive effect on patients at ASCO 2015:

“Direct-to-consumer advertising has become a prominent way to communicate in the oncology market over the past five years. Dr. Reshma Jagsi, in her talk today at ASCO, addressed the opportunity for synergy between industry and oncologists. Results from a survey conducted by the Kaiser Family Foundation show that nearly one third of patients will initiate a conversation with their doctor about a drug they have learned about in a TV commercial. And of those who initiate the discussion, almost half will receive the drug they asked for. It’s been shown that for every 10% spent on advertising, there’s a 1% increase in prescribing.

There are many benefits to direct-to-consumer advertising. It can educate and empower patients and improve physician-patient communication. On the other hand, discussions about a drug a patient is seeing in a TV commercial may distract from other appropriate discussions that the doctor intended during the office visit.

With these pros and cons in mind, Dr. Jagsi summarized that there is an opportunity for synergy between oncologists and advertisers as long as the primary goal of advertising is filtered through unbiased intermediaries to ensure that the right prescribing decisions are made on behalf of the patient.”

About the Author:

Anne Davison
SVP, Strategic Planning/Business Development

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