Challenge
Following new restrictions on pharmaceutical advertising from the US Government, IAB wanted to understand the impact this might have on consumers.
Solution
The IAB Insights Engine surveyed 500 consumers with questions such as “Has pharmaceutical advertising ever informed you about a new health service, medicine, or treatment option that you might not have otherwise heard about?”
Results
Through the IAB Insights Engine, the study revealed that pharmaceutical advertising does play a critical role in empowering consumers with the health knowledge needed to take control of their healthcare decisions.
- 88% of respondents reported that pharmaceutical ads informed them about new health services, medicines, or treatment options.
- 81% agreed that pharma ads are an important source of health info, with 75% believing it gives them knowledge to take more control of their healthcare decisions.
- 67% agreed that a ban on pharma ads would cause them to miss out on critical info that culd improve their health and quality of life.
- That being said, consumers see room for improvement with pharmaceutical advertising, with 42% of respondents wanting more details on risks and side effects.
Dig into attitudes towards the trends impacting your business with the IAB Insights Engine. Contact [email protected] to learn more.