#United States #New York #Cadent #Pharma Advertising #CTV Ads

New Cadent Study Reveals TV Ads as Key Influencer in Medication Awareness

In a groundbreaking new study, Cadent, an innovative advertising company, explored the trends in pharmaceutical advertising and revealed that television and connected TV (CTV) ads are as effective as healthcare professionals in driving awareness of new medications. This research highlights how crucial these advertising platforms have become in educating consumers, especially in today's dynamic healthcare landscape.

The study, conducted in collaboration with The Harris Poll, surveyed over 4,000 U.S. consumers to gauge their perceptions of healthcare and medication advertising. It becomes apparent that while doctors still play a significant role, with 68% of respondents citing them as a main source of information regarding new medications, the influence of CTV and traditional TV ads is clear, with 62% of participants reporting awareness of new drugs through these channels.

Bradley Deutsch, Senior Vice President at Cadent Health, emphasized the importance of leveraging CTV and cross-screen advertising. “Seventy-six percent of consumers are more inclined to act after encountering an ad across multiple devices. These platforms do not just inform about new medications—they are vital in driving brand awareness and user engagement throughout the patient journey. Many consumers may visit their doctors armed with knowledge gleaned from ads they interacted with across various screens.”

Key Findings from the Study

The research unearthed several intriguing insights:

• - CTV vs Linear TV for Hispanic Americans: Among Hispanic Americans, 33% reported learning about prescription medications through CTV ads compared to 28% through linear television.
• - Impact of Mobile Ads: An impressive 73% of Americans indicated they would likely discuss a medication with their doctor after viewing it in a mobile ad. Additionally, 71% expressed an interest in researching over-the-counter medications, and 64% would even consider purchasing those products based on mobile ad exposure.
• - Comfort with AI-Generated Content: The study found that 61% of Black Americans are comfortable with online ads featuring AI-generated content, compared to 57% of Hispanic Americans. In contrast, only 38% of White Americans and 37% of Asian Americans expressed similar comfort levels.
• - The QR Code Trend: Nearly half (47%) of respondents indicated they would scan a QR code for more details after seeing a medication ad on CTV. Scanning rates were particularly high among Black Americans (68%) and Hispanic Americans (63%).

“Understanding where your audience engages with content and how to effectively connect with them has never been more important,” continued Deutsch. “Pharmaceutical marketers can harness these insights to reach and engage their target audiences without endangering individual privacy. Trust and education are vital components for engagement in healthcare, where the relevance of the content can significantly influence decisions.”

Culturally Relevant Campaigns

The findings stress the necessity for culturally tailored campaigns in pharmaceutical advertising. With a broad spectrum of demographics represented in responses, it's clear that not every consumer engages with content similarly. Cadent’s insights empower marketers to craft campaigns that resonate with diverse audiences while fostering trust and ensuring that no demographic group is marginalized.

In a world where most consumers prioritize informative and relevant content, the pharmaceutical industry's ability to adapt its advertising strategies could shape the future of healthcare communications.

For those interested in diving deeper into the findings, the full report is available for download at Cadent’s website.

About Cadent

Cadent focuses on creating seamless connections between brands, consumers, and publishers. Utilizing advanced predictive models, they orchestrate outcomes across a multitude of platforms, adapting in real time to drive measurable success for their clients. Learn more about their innovative solutions at The New Cadent.

About The Harris Poll

For over 60 years, The Harris Poll has significantly contributed to public opinion research in the United States, providing insights that help drive business and political strategies in a rapidly changing environment. Details about their methodologies and further findings can be accessed at Harris Poll.