30 Ma r ch 20 08 VIEW on Advertising PATIENT EDUCATION E ven without a crystal ball, it seems likely that public scrutiny of directtoconsumer advertis ing (DTC) will continue. Although DTC spending accounts for only 7% to 14% of pharmaceutical market ing budgets,* DTC’s broad reach has made pharmaceu tical companies an easy target for criticism.The specter of DTC bias now overshadows brands’ education and communication efforts to help patients understand their conditions and treat ment options. While the pharmaceutical industry is responsible for ensur ing that DTC is accurate and balanced, it would also do well to raise the profile of the industry’s efforts to educate patients.The perception that industrysponsored endeavors do not protect patients’ best interests undermines confidence in the many valu able resources the industry creates, such as Web sites and sup port programs. Branded Education is Effective and Necessary Patients across the medical spectrum want reliable, useful educational materials.Their healthcare providers want appropri ate and effective resources and tools for their patients. Mar keters, however, are often reticent to brand their patient educa tion programs out of a concern that professional and consumer audiences will not welcome branded materials. However, when educational materials are wellexecuted, consumer skepticism of branding can move to acceptance. Although the industry is reeling from the DTC backlash, its tendency is to react to the criticism by receding into the shadows and judiciously doling out branding within traditionally “acceptable” channels. Educational activities may be unnecessarily divorced from the brand in an attempt to increase perceived validity and utility. In this politically charged, medialed environment, it is critical that the industry give fuller voice to the education it provides to consumers. Shifting the Public Spotlight Away from DTC to Patient Education To ensure that the industry’s patient education efforts are better understood, the industry should: . Increase public awareness of pharmaceuticalsponsored edu cational efforts. The industry needs to help consumers rec ognize that DTC is one small piece of the education that pharmaceutical companies provide. The industry also needs to help consumers understand that DTC serves to raise dis ease and product awareness, not to fully educate patients. This may help to alleviate the criticism eroding directto patient efforts. . Embrace branded patient education: the opportunities out weigh the risks.The balance between branded and unbrand ed education is a careful one; however, there is room to adjust the dividing line. When there is value in patient educa tion, there is utility, regardless of branding. It is important for that value to be attributed to the brands and companies responsible for it. The pharmaceutical industry is being called into question for failing to properly educate and support patients. As long as DTC advertising is the marketing activity with which pharmaceutical companies are most associated, then that perception is unlikely to change.The industry needs to articulate, loud and clear, that DTC advertising is only the first step in the comprehensive, multichan nel educational support it provides for patients. * Note: Estimates from IMS and CAM HealthEd Encore HEALTHED ENCORE, Clark, N.J., develops patient educational marketing programs for pharmaceutical and healthcare companies. For more information, visit www.HealthedEncore.com. Reframing Negative Industry Perceptions With Patient Education In this politically charged, medialed environment, it is critical that the industry give fuller voice to the education it provides to consumers. Jessica DiPaolo Director, Strategic Services 0308 PVV VIEW Layout FINAL 3/18/08 4:18 PM Page 30 HealthEd is proud to announce the launch of its newly formed sister agency, HealthEd Encore. HealthEd Encore supports theind 08 d d need of patients, their families, and the treatment teams who care for them.And both companies share a passion for changing how patients thinkand act in ways that benefit yourbrand Hea thEd . Hea thEd nteract ve . Hea l thEd Encore A NEW COMPANY. A SHAR ED PASSION. 2008 Health Ed HEALTHED10140B_Ad_F.qxd:Layout 1 3/19/0810:56 AM Page 1
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