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Direct-to-Consumer Advertising

Complete the Online Survey below

Projected Publication Date:
August 2006

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Online Survey

If you have any questions about this survey, please call Elio Evangelista at 919-433-0214.
Online Survey: DTC Advertising
Before You Begin:
  • In exchange for fully completing the survey, you will receive our complete survey findings -- provided we use your survey data.
     
  • We will blind your responses.  Neither your name nor company will be linked to any data. 
     
  • Where necessary, estimates and rounded figures are fine. 
     
  • After you submit your answers, we will contact you with any necessary follow-up questions.

 

Your Information

Name  

 

Company  

 

Title

 

Email

 

Phone

 

 

Brand Information

1. What brand, if any, are you affiliated with?

 

2. What therapeutic area, if any, are you affiliated with?

 

3. Roughly how many competing products exist in the market for your brand?

 

4. How long has your product been on the market?  If your product is not on the market, what phase of development is it in?

 

5. What are its peak annual sales or expected peak annual sales?
$

 

6. What is the marketing budget for this brand?
$

 

Spending

7. Does your company engage in DTC advertising?
Yes
No

 

8. If applicable, in which therapeutic area(s) does your company engage in DTC?
Cardiovascular
CNS
Oncology
Gastrointestinal
Men’s/Women’s Health
Antibiotics
Respiratory
Anti-viral
Inflammation
Other - please specify:

 

9. How much does your company spend annually on DTC advertising?
$

 

10. How much did your company spend in 2005 on total advertising and promotions?
$

 

11. How much does a typical brand team at your company spend annually on DTC advertising?
$

 

12. How much did a typical brand team at your company spend on total advertising and promotions in 2005?
$

 

13. What is your estimated return on investment for a typical DTC campaign?
%

 

14. How long after your company launches a product does its DTC advertising begin?
years

 

15. Over the last three years, what was your company’s DTC and R&D spending?

Year DTC Spending R&D Spending
2004

$

$

2005

$

$

2006

$

$

 

16. How is your company’s DTC advertising spending broken down?

Ad Type % of Spending
Product-claim Ads

  %
Reminder Ads

  %
Help-Seeking Ads

  %
Other- please specify:

  %

 

17. How is your company’s DTC spending broken down between each media type?

Media % of Spending
TV (network, cable)

  %
Direct Mail

  %
Radio

  %
Print (newspapers, journals, magazines)

  %
Online

  %
Other Collateral - please specify:

  %

 

18. How much does your company spend on online education campaigns?
$

 

19. Please rank how satisfied you are with the amount of funds allocated to DTC advertising.

 

20. Please rank how successful you feel your company has been in using DTC advertising.

 

21. What is the biggest barrier to DTC success?

 

DTC Staffing

22. How many FTEs are staffed to oversee a typical brand’s DTC advertising?
FTEs

 

23. Is your DTC work conducted internally or outsourced?
Internally
Outsourced

 

24. Who leads the DTC advertising group?
President
Vice President
Therapeutic Area President
Therapeutic Area Vice President
Therapeutic Area Director
Brand Director
Brand Manager
Other - please specify:

 

25. Which departments are involved in DTC decision-making?
New Product Planning
Marketing
Sales
Clinical Development
Medical Affairs
Regulatory
C-level executives
Other - please specify:
 

 

 

 
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