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AdvaMed Releases New Survey Results on DTC Campaigns
Date:10/14/2009

WASHINGTON, Oct. 14 /PRNewswire-USNewswire/ -- The Advanced Medical Technology Association (AdvaMed), the leading trade association representing America's medical technology companies, today released results from a snapshot survey with Porter Novelli about direct-to-consumer (DTC) marketing initiatives, during a panel discussion on the topic at the third annual AdvaMed 2009 conference.

The goal of the survey is to assess how medical device companies are conducting DTC marketing initiatives. Of survey respondents, an overwhelming majority of DTC marketing campaigns, 94 percent, are focused on patient benefit materials, such as patient educational brochures, with the majority of existing advertising campaigns coming from print advertising. Although more traditional media outlets still constitute the majority of activities, the survey results reveal social media is still a fairly new phenomenon in comparison to existing DTC marketing campaigns.

The panel highlighted the importance of using DTC marketing campaigns to encourage discussion between patients and healthcare professionals and the need to clearly communicate the consumer risks and benefits of medical technology. Attendees also heard how to incorporate the new AdvaMed DTC advertising guiding principles into successful consumer awareness campaigns.

"DTC marketing and advertising can be particularly helpful in raising awareness of new lifesaving and life-enhancing technologies and underutilized medical technology," said Tony Blank, participating panelist, and vice president, cardiovascular regulatory affairs, Boston Scientific Corporation. "Industry is committed to supporting responsible DTC advertising and AdvaMed's guiding principles when developing campaigns to ensure both benefit and risk information is presented to patients in a clear and understandable manner."

"When direct-to-consumer marketing enhances the public health, that's smart and savvy commun
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SOURCE AdvaMed and AdvaMed 2009
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