More Noise than Necessary?
For many pharmas, brand marketing expenditures like DTC and sampling have not translated into maximum brand potential and
brand loyalty. Even putting the spend issue aside, new insights into physician–patient interactions and the dynamics of diagnosis
and treatment decision making are calling into question the intended effect of many marketing efforts. A closer look at DTC
carry-through and sampling shows that they are not influencing treatment seeking, prescribing, and adherence behaviors as
marketers may think.
When DTC does achieve its intended effect of raising patient awareness and driving brand requests, it is not uncommon for
physicians to assert their authority in ways that undermine brand messages and steer patients toward physician-preferred treatments.
For example, take this scenario:
DR: See, these companies like Yaz, Ortho used to advertise all this for Tri Cyclen; it's great for your complexion. These
companies, their pills are no different really than everybody else.
DR: They went out and spent a fortune showing the FDA that women's complexions, for example, are better on these pills. Not
that they're not on other pills, the other companies just didn't spend the money to show the FDA.
DR: So they can legally advertise it on the back of your magazine and say this is good for a woman's complexion.
PT: Yeah. Oh.
DR: Well, they're all good for your complexion but they just didn't spend the money to show that.
DR: So while it's true, it's not the whole truth.
By countering or elaborating on messages delivered to patients via DTC, physicians are defending their authority against external
agents seeking to influence treatment decisions. As shown in the above example, the patient has been primed by messages leveraging
self-image. The physician neutralizes the patient brand request, and the emotional DTC message, by asserting that all tri
cyclens will benefit complexion. Due to the power imbalance between physicians and patients, the patient drops the request.
This example further illustrates that by positioning against one another in terms of socio-emotional benefits, brands risk
being seen as not relevant to the physician–patient relationship in which clinical concerns trump socio-emotional concerns
and physicians trump patients. In examining hundreds of physician–patient interactions containing explicit references to DTC,
we find that physicians typically cite DTC at one of two points in the treatment discussion: as a preface to an explicit treatment
recommendation or as a mechanism to support a recommendation that has just been made.
The third most common way physicians reference DTC is as a complaint. That's because of its potential to disrupt the physician-patient
relationship by either seeking to undermine the physician's clinical judgment or by arming patients with incomplete information.
It is important to note that physicians have found DTC to be a relevant resource to draw on in order to achieve their own
interactional goals during office visits, but that physicians will defend against DTC when it runs counter to these goals.
The Symbolism of Sampling
Sampling is one marketing tool that has been meaningfully integrated into the physician–patient relationship. Behavior in
thousands of interactions shows that physicians make brand recommendations prior to offering samples, suggesting that samples
support—rather than drive—treatment selection.
Physicians go to the sample closet with a specific treatment in mind. If desired brand samples are not available, it is common
for physicians to write a prescription for the desired treatment rather than offer samples of a brand that is in stock. The
act of providing samples to patients is a symbolic gesture through which many physicians indicate their concern for the well-being
of their patients and empathize with cost burdens patients must shoulder. In this respect, samples can be seen as the counter-weight
to impersonal clinical objectivity: If objectivity allows the physician to project his/her authority by impartially educating
patients on treatment options, the giving of samples allows the physician to demonstrate his/her humanity. In this way, samples
are seen as relevant to not only the physician–patient relationship, but the physician-sales representative–relationship as
well. As shown in this example, the physician helps reduce the cost burden of treatment by offering the patient samples.
The physician further points out that sales representatives have his own best interests at heart when they provided his office
with extra samples to accommodate a company downsizing and limited access to samples in the future.
As evidenced by the DTC and sampling examples, the most successful in-office promotional tactics are ones that can be integrated
into the natural physician–patient dialogue, facilitating rather than disrupting a mutually productive physician–patient relationship.
Successful brand marketing is best achieved when tactics help physicians maintain their desired status as authorities while
also establishing and building patient trust, which ultimately drives patient compliance and adherence.
Listening to target customers, physicians, and patients in their natural environments provides pharmas the opportunity to
quickly reveal how key industry issues are playing out at the clinical point of practice. Moving forward, brand teams will
succeed by understanding and catering to the respective values and needs of specific physician and patient segments, equipping
each with the tools necessary to facilitate productive transactional (providing/receiving care) and interpersonal (developing/maintaining
relationships) talk. This is the promise of brands in the emerging pharma landscape: to be reliable, relevant participants
in the healthcare exchange. To realize this promise, brand teams must understand what really goes on when a physician meets
a patient behind the closed door of the clinical exam room.
Jeff Kozloff is co-founder, president and CEO of Verilogue. He can be reached at firstname.lastname@example.org
David Frank is director of Verilogue. He can be reached at email@example.com