Navigation Links
Both Patients and Physicians Most Frequently Recall Roche's Boniva Messages and Link Them to the Sally Field Osteoporosis Campaign
Date:9/9/2009

WALTHAM, Mass., Sept. 9 /PRNewswire/ -- Decision Resources, one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that patients and physicians most frequently recall Roche's Boniva messages among the ten surveyed osteoporosis brands likely as a result of the Sally Field marketing campaign. Surveyed physicians most commonly recalled that Sally Field promoted the brand or that Boniva is available as a once-monthly dose. Surveyed patients remember specific details of the advertising campaign such as Sally Field playing with grandchildren; 40 percent of patients who have requested a brand request Boniva from their physicians.

"Roche's use of Sally Field as their spokesperson to promote Boniva has been highly effective. Our study shows that Boniva has the highest message appeal among surveyed brand messages, it highlights the top two patient resonance drivers and its promotional materials have high awareness among surveyed patients and physicians," stated Nicole Westphal, Ph.D., analyst and product manager at Decision Resources.

The new report entitled Brand Perceptions in Osteoporosis also finds that both physicians and patients underestimate the promotional volume of Sanofi-Aventis/Procter & Gamble's Actonel. The most heavily promoted brands are Actonel, with 32 percent of promotional spend, and Boniva, with 30 percent of promotional spend. However, surveyed physicians estimate that 37 percent of the promotional materials they have seen in the last month are for Boniva and 15 percent are for Actonel. Surveyed patients estimate that 50 percent of the promotional materials they have seen in the last month are for Boniva and 11 percent were for Actonel.

"Based on our survey results and analysis, Actonel and Boniva's 2008 overall promotional spend was very similar. However, Roche's success, particularly in the direct-to-consumer space, is probably attributed to the Sally Field promotional campaign. While patients and physicians find Actonel's messages appealing, they frequently attribute Actonel's message to Boniva in brand recall tests. These findings suggest that Actonel's messages are resonating with consumers, but that Sanofi-Aventis/Procter & Gamble needs to better differentiate the agent from Boniva in their promotional campaigns," added Dr. Westphal.

About Brand Perception Series

Decision Resources' Brand Perception Series quantitatively analyzes physician and patient brand perception and message resonance. The findings are driven by extensive primary research and offer clients an unbiased, comprehensive, cost-effective solution to understanding the full competitive brand landscape.

About Decision Resources

Decision Resources (www.DecisionResources.com) is a world leader in market research publications, advisory services and consulting designed to help clients shape strategy, allocate resources and master their chosen markets. Decision Resources is a Decision Resources, Inc. company.

About Decision Resources, Inc.

Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at www.DecisionResourcesInc.com.

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.

    Gisselle Morales               Elizabeth Marshall
    Decision Resources             Decision Resources, Inc.
    781-296-2691                   781-296-2563
    gmorales@dresources.com        emarshall@dresources.com


'/>"/>
SOURCE Decision Resources
Copyright©2009 PR Newswire.
All rights reserved

Related medicine news :

1. Hissey Kientz LLP Urges Patients To Heed FDA Warning About Phospho-soda Products
2. Surgical scrub solution: Its good for patients, too
3. SynergEyes, Inc. Expands Launch of New Hybrid Contact Lens Design for Keratoconus Patients
4. Published Study Shows More Patients See Improvement in Overactive Bladder Symptoms With Urgent(R) PC Device Compared to Those Using a Drug
5. Implanet Using IBM Software to Protect Patients in the Event of Medical Device Recalls
6. Patients pretreatment quality of life can predict overall lung cancer survival
7. Increasing Health Center Capacity by 20 Million Patients Could Save More Than $200 Billion Over the Next Decade
8. Video: New Insights Link Low HDL-Cholesterol and Elevated Triglycerides with Coronary Heart Disease and Microvascular Complications in Patients at Goal for LDL-Cholesterol
9. LIVALO(R) Demonstrates Sustained, Long-Term Efficacy and Tolerability in Patients With Primary Hypercholesterolemia or Mixed Dyslipidemia
10. FertilityTies, Social Network for the Fertility-Focused Unveils New Site Design, Unique Features to Help Patients Find Fertility Doctors & More
11. New hope for heart failure patients
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:2/8/2016)... Indianapolis, IN (PRWEB) , ... February 08, 2016 ... ... serving the Indianapolis, IN metro area, has selected the latest beneficiary of their ... nonprofit organization dedicated to preventing bullying in area schools. Donations are now being ...
(Date:2/8/2016)... San Francisco, CA (PRWEB) , ... February 08, 2016 , ... ... helped raise $792,000 to help combat pancreatic cancer. , Gary D. Radine, who recently ... who also was the American Cancer Society’s 2015 CEO of the Year , ...
(Date:2/8/2016)... ... February 08, 2016 , ... Remember the old saying “rub some ... to Perry A~, author of “Calcium Bentonite Clay” the health benefits of integrating clay ... and detoxifying the body. , A former motivational speaker, Perry A~ has since dedicated ...
(Date:2/8/2016)... ... February 08, 2016 , ... FileHold's document management ... DocuSyst provides a cloud hosted environment for FileHold software that is pay per ... 3rd party applications using the FileHold web services API. DocuSyst also advises clients ...
(Date:2/8/2016)... (PRWEB) , ... February 08, 2016 , ... ... greater than 50% lower incidence rate of type 2 diabetes in the GrassrootsHealth ... ”It is time to make a change in public health,” states Carole Baggerly, ...
Breaking Medicine News(10 mins):
(Date:2/8/2016)... 2016  HemaFlo Therapeutics, Inc. announced today that the United ... Number 9,119,880 covering the use of NephroFlow to treat acute ... HemaFlo,s founder, said, "We are pleased to secure our rights ... Peterson , PhD, HemaFlo,s founder, said, "We are pleased to ... --> Dale Peterson , PhD, HemaFlo,s founder, said, ...
(Date:2/8/2016)... , Feb. 8, 2016  Sangamo BioSciences, Inc. ... genome editing, announced that the U.S. Food and ... New Drug (IND) application for SB-318, a single ... for Mucopolysaccharidosis Type I (MPS I). The SB-318 ... to initiate a Phase 1/2 clinical study (SB-318-1502) ...
(Date:2/8/2016)... , 8. Februar 2016  LivaNova, ... heute eine Infografik mit dem Titel „Epilepsy ... Welt), mit der der Krankheit gegenüber ein ... dazu ermutigen soll, Medikamentenresistenz bei Epilepsie auf ... allgemeinen Diskussion zu machen. Mithilfe der neuen ...
Breaking Medicine Technology: