Copyright © Phoenix Marketing International 2012. All rights reserved.
The Battle for Men’s Health
Getting Men to Pay Attention AND Take Action
Men’s 360 View of all Men’s Health Ad Campaigns in Q4, 2011
2Copyright © Phoenix Marketing International 2012. All rights reserved.
Why Did it Take Moses 40 Years to Cross the Desert?
3Copyright © Phoenix Marketing International 2012. All rights reserved.
Why Did it Take Moses 40 Years to Cross the Desert?
He didn’t want to ask for directions!
4Copyright © Phoenix Marketing International 2012. All rights reserved.
Sadly, that’s true about MEN taking care of their own
health too!
� While 9 of 10 men 45+ will repeatedly experience symptoms related to their prostate, hormones, erectile function or levels of uric acid… � Men are reluctant to seek help. Women out number me n two to one in
waiting rooms!
� Worse, men with these undiagnosed symptoms have a 6-fold increased risk for life-threatening comorbidities. � Yet treatment for these symptoms is 4 times less li kely than other
conditions!
� Getting men to talk to their doctor has spawned the largest outpouring of DTC. But, do they work?� Today we will answer that question:
� 1st from findings of a large media consumption study of the entire men’s health category
� 2nd from a case example of the making of “Is it Low T” campaign.� How big is this issue?
� While 9 of 10 men 45+ will repeatedly experience symptoms related to their prostate, hormones, erectile function or levels of uric acid… � Men are reluctant to seek help. Women out number me n two to one in
waiting rooms!
� Worse, men with these undiagnosed symptoms have a 6-fold increased risk for life-threatening comorbidities. � Yet treatment for these symptoms is 4 times less li kely than other
conditions!
� Getting men to talk to their doctor has spawned the largest outpouring of DTC. But, do they work?� Today we will answer that question:
� 1st from findings of a large media consumption study of the entire men’s health category
� 2nd from a case example of the making of “Is it Low T” campaign.� How big is this issue?
5Copyright © Phoenix Marketing International 2012. All rights reserved.
The U.S. Men’s Health Market: Age 45+ is One of the Largest Men 45+ are 57 million
…And growing 14% by 2020, 27% by 2030.
Source: 2010 Census projection
65 M
57 M
47%
122 M
45+
2010 Population
Women 45+
Men 45+
Total: 308 M
Men 45+ : 57 M
6Copyright © Phoenix Marketing International 2012. All rights reserved.
3 of 4 Men 45+ Have Treatable SymptomsOnly a 1/4th do not.
24%without
Symptoms
76%with
Symptoms
for either erectile dysfunction,
hypogonadism, benign
prostatic hyperplasia, and/or
hyperuricemia…or
ED, Low T, BPH or Gout
43 Million Does that
make them an
easy target for
a marketer?
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
7Copyright © Phoenix Marketing International 2012. All rights reserved.
Where is the Battleground for the Most Category
Growth?
No
Symptoms
24%
Symptoms
only
38%
Diagnosed
38%
Men 45+
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Does opportunity lie
within the 38%
diagnosed …
…. Or within the 38% with
symptoms?
8Copyright © Phoenix Marketing International 2012. All rights reserved.
While it Looks Like More than Half are Open for a
Treatment…
Current
Tx
42%
Current
Tx
42%
Current
Tx
42%
Current
Tx
47%
Not
Tx
58%
Not
Tx
58%
Not
Tx
58%
Not
Tx
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ED Low T BPH Gout
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
9Copyright © Phoenix Marketing International 2012. All rights reserved.
The Opportunity Shrinks to Only 25% Due to So Many
Experienced Treaters
Current
Tx
Current
Tx
Current
Tx
Current
Tx
Former
Tx, 35%Former
Tx, 25%Former Tx,
16%
Former Tx,
27%
Never
Treated
23%
Never
Treated
33%
Never
Treated
42%
Never
Treated
26%
0%
25%
50%
75%
100%
ED Low T BPH Gout
• The Battleground is not among the already diagnosed.
• Finding prospects means looking at the UNDIAGNOSED.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
10Copyright © Phoenix Marketing International 2012. All rights reserved.
Men with Undiagnosed Symptoms More than Doubles
the Opportunity for New Patients
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Tx
TxTx Tx
XTx
XTx
XTx XTx
Dx
Dx
DxDx
53%
82%
64%71%
0%
25%
50%
75%
100%
ED Low T BPH Gout
Pe
rce
nt
wit
h E
ach
Ma
rke
t
11Copyright © Phoenix Marketing International 2012. All rights reserved.
OK, So Aiming at Men with a Symptom Sounds Easy
Enough!Just ask a simple question…or two!
Do you have: � Trouble urinating
� Urinating often
� Feeling like bladder is not empty
� Trouble having sex
� Reduced sexual desire
� Depression
� Diminished muscle tone
� Tenderness, redness or extreme pain in a
joint (e.g., big toe)
And get a simple answer?
12Copyright © Phoenix Marketing International 2012. All rights reserved.
The Answer is Not So Simple in this Market! 72% of men with at least one symptom will have “Co-mingled Co-morbidities.”
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Multiple undiagnosed symptoms,
diagnosed and not treated and experiencing other symptoms,
treated but with other untreated diagnoses or undiagnosed symptoms,
treated for multiple conditions with other symptoms yet diagnosed,
treated for one, diagnosed with another, and symptoms for a third…
….well, you get the picture!
Right?
13Copyright © Phoenix Marketing International 2012. All rights reserved.
The Answer is Not So Simple in this Market! 72% of men with at least one symptom will have “Co-mingled Co-morbidities.”
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
ED BPH
Low T
Gout
14Copyright © Phoenix Marketing International 2012. All rights reserved.
The Answer is Not So Simple in this Market! 72% of men with at least one symptom will have “Co-mingled Co-morbidities.”
BPH
Low T
ED
Gout
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
15Copyright © Phoenix Marketing International 2012. All rights reserved.
The Answer is Not So Simple in this Market! 72% of men with at least one symptom will have “Co-mingled Co-morbidities.”
• 12% with more than one
symptoms have all 4.
• Average = 2.2 symptoms
If men can’t see themselves
fitting neatly in a
“single category” then
predicting how they will
respond to one DTC campaign
becomes, well .…. challenging.
Look at it from their point of view.
BPH only: 21%
Low T only: 7%
ED only: 8%
Gout only: 17%
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
16Copyright © Phoenix Marketing International 2012. All rights reserved.
Connecting a set of symptoms to a condition, with a promising
treatment, or a brand is a VERY confusing journey especially
with all the NOISE in the marketplace…..!Websites Television
Digital
Source: Competitrack
17Copyright © Phoenix Marketing International 2012. All rights reserved.
How Much Noise?
15 Brands Spending over $400 Million
…And growing
$316 M
$413 M
$-
$100
$200
$300
$400
$500
2010 2011
Mil
lio
ns
ED, Low T, BPH, and Gout
Television, Print, and Banner Ads Spend
11 Rx brands
15 Rx brands
2 Disease State
Awareness
Source: Competitrack
33%
18Copyright © Phoenix Marketing International 2012. All rights reserved.
That is a Large Chunk of Total DTC:
About 10% in 2011
<$ 5
Billion
9%
DTC 2011
Total Men's health
Source: Competitrack
19Copyright © Phoenix Marketing International 2012. All rights reserved.
That is a Large Chunk of Total DTC:
About 10% in 2011
<$ 5
Billion
9%
DTC 2011
Total Men's health
More than Women’s Health Combined
Birth Control
Men's
HealthOsteoporosis
Over Active
Bladder
$-
$100
$200
$300
$400
$500
Women's Health Men's Health
Source: Competitrack
20Copyright © Phoenix Marketing International 2012. All rights reserved.
Accompanied by an Influx of Disease State Awareness
(DSA) Ads in 2011
DSA’S $44 M
ED, Low T, BPH
& Gout
All Branded
Campaigns
$369 M
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DTC
DSA-2 Categories Branded- 4 Categories
2011
Source: Competitrack
DSA’S
Now
> 10%
Copyright © Phoenix Marketing International 2012. All rights reserved. 21
WITH ALL THAT NOISE,
WHAT CAMPAIGNS
AND WHAT BRANDS
DO MEN PAY ANY ATTENTION TO?
22Copyright © Phoenix Marketing International 2012. All rights reserved.
To Find Out: Phoenix Healthcare Sponsored a Study
� Objective:� To measure exposure to DTC branded
and DSA ads from 4 categories and derive their impact on driving men with symptoms to initiate a discussion about their condition with a physician.
� Metrics:� Phoenix 360o Multi-media
Campaign Gallery to measure exposure accurately and completely for all media.
� Key Metrics : Category Campaign Recall (Branded and Disease State Awareness –DSA) and last 90-day behavior.
* Included Levitra print from 2010 for baseline
• The study is syndicated in order to openly share results
at DTC National Conference
• Sample: 1500 Gen. Pop. Sample of men 45+
• Stimulus: Men’s Health DTC run in quarter 4, 2011.
23Copyright © Phoenix Marketing International 2012. All rights reserved.
$39,017
$12,920
$13,252
$37,872
$-
$50,706
$9,258
$4,307
$10,156
$21,795
Uloric
Takeda
Colcrys
Rapaflo
Avodart
Axiron
AndroGel
Abbott
Viagra
Levitra*
Cialis
Campaign Spend: 2011($000) Q1-Q3, 2011 Q4 Spend
$17,699
We Measured 17 Campaign Galleries, 37 Creative Assets
$72,501
Total 2011 branded spend
$1,875 in 2010
$48,028
$547
$1,634
$7,444
$53
$2,560
$48,275
ED
Low
TB
PH
Go
ut
$1,423
$17,227
Source: Competitrack
Obvious big spenders are Cialis, Viagra, Uloric and both Takeda and Abbott
for their disease awareness ads.
24Copyright © Phoenix Marketing International 2012. All rights reserved.
Starting at a 50,000 Foot View: Branded versus DSA
• Brand campaigns win attention even among the
Asymptomatic.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Asymptomatic Symptoms Diagnosed Treaters
Four Brand Category Campaigns Combined
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
25Copyright © Phoenix Marketing International 2012. All rights reserved.
Starting at a 50,000 Foot View: Branded versus DSA
• Brand campaigns win attention even among the
Asymptomatic.
• DSA campaigns gain less attention overall.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Asymptomatic Symptoms Diagnosed Treaters
Two Disease State Awareness Campaigns
Four Brand Category Campaigns Combined
Brands spending 10 times that of DSA producing less than
2 times recall the ROI for DSA is 6.1 over Brands.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
26Copyright © Phoenix Marketing International 2012. All rights reserved.
At the Category Level: Which Campaigns Wins Men’s Attention?
$0
$20
$40
$60
$80
$100
$120
$140
0%
25%
50%
75%
100%
ED ads Gout ads BPH ads Low T ads
% R
eca
lle
d a
t Le
ast
On
e A
d i
n C
ate
go
ry Branded Campaign Recall by Symptom
ED Symptoms Low T Symptoms BPH Symptoms Gout Symptoms Millions
• 9 of 10 men recall any ad from any ED branded campaign.
• BPH and Low T branded campaigns recall lags along with spending.
27Copyright © Phoenix Marketing International 2012. All rights reserved.
At the Category Level: Which Campaigns Wins Men’s Attention?
$0
$20
$40
$60
$80
$100
$120
$140
0%
25%
50%
75%
100%
ED ads Gout ads BPH ads Low T ads
% R
eca
lle
d a
t Le
ast
On
e A
d i
n C
ate
go
ry Branded Campaign Recall by Symptom
ED Symptoms Low T Symptoms BPH Symptoms Gout Symptoms Millions
• Men pay equal attention to DTC outside of their symptom category - a
sign of how co-mingled co-morbidities introduce a level of chaos and
competition most trackers miss.
28Copyright © Phoenix Marketing International 2012. All rights reserved.
At the Brand Level: Who Wins?Cialis campaign wins highest exposure recall, 80+% ahead of Viagra with
newcomer, Uloric, close behind. “Is it Low T” and “Think you have gout”
follow.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Is it Low T
Androgel
Low T
others
Cialis
Viagra
LevitraED others
Think you
have gout
Uloric
Gout
others
Avodart
Copyright © Phoenix Marketing International 2012. All rights reserved. 29
MEN WITH SYMPTOMS SEEM TO WATCH
ANYTHING THAT MAY EXPLAIN THEIR SYMPTOMS
OR PROMISES RELIEF.
BUT, HOW DOES MORE EXPOSURE PREDICT
MORE ACTION?
30Copyright © Phoenix Marketing International 2012. All rights reserved.
At 50,000 Feet: Exposure to Branded Campaigns
Significantly Boosts Starting a Discussion with Doctors
28%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Not exposed to Branded DTC Exposed to Branded DTC
Exposure to branded campaigns significantly lifts the percent of men willing
to discuss their condition with their doctor over those who were not exposed.
A
43%
lift
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Started a Discussion About Condition
Among Those with Undiagnosed Symptoms
31Copyright © Phoenix Marketing International 2012. All rights reserved.
At 30,000 Feet: A Brand/DSA Campaign Combination
Shows More Impressive Lift to Action
150%
lift
225%
lift
Among men with gout symptoms who recalled having been exposed to the
“Think you have gout” DSA were three times more likely to started a
discussion about gout than those who had not seen the campaign.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Non-Recaller
Uloric-
Recaller
0%
2%
4%
6%
8%
10%
12%
14%
Men with Gout Symptoms
150% lift
225% lift
Think you have gout
- Recaller
32Copyright © Phoenix Marketing International 2012. All rights reserved.
Viagra Ads/Websites Contribution to Overall Campaign Recall
(Campaign Recall = 76%)
Viagra Ads/Websites Contribution to Primary Actions
(Net Primary Actions = 19%)
Note: Primary Actions include: Call toll free number, visit Website, talk to physician, schedule an appointment to talk to physician.
61%TV ads
13% Print ads
12%Digital ad
4%4%5%
2 banners
1 YouTube
Contribute
20% to Total
At the Brand Level: TV Wins Largest Proportion of
Campaign Recall
• TV ads win more than half of the Campaign recall, digital just 20%.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Viagra.com
YouTube: Can You Spot a Fake Video
Banner: Ask Your Doctor About Viagra
Banner: Can You Spot a Fake?
33Copyright © Phoenix Marketing International 2012. All rights reserved.
Viagra Ads/Websites Contribution to Overall Campaign Recall
(Campaign Recall = 76%)
Viagra Ads/Websites Contribution to Primary Actions
(Net Primary Actions = 19%)
Note: Primary Actions include: Call toll free number, visit Website, talk to physician, schedule an appointment to talk to physician.
16%
27%
12%
19%
11%
16%
2 banners
1 YouTube
contribute
42% to Action
61%TV ads
13% Print ads
12%Digital ad
4%4%5%
2 banners
1 YouTube
Contribute
20% to Total
At Brand Level: Digital Starts Action
• Digital channel creative is biggest driver of actions - 42% of action –
58% with Viagra website is included.
• The mini-campaign “Can You Spot a Fake” combination banner + You
Tube drove 30% of action.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Viagra.com
YouTube: Can You Spot a Fake Video
Banner: Ask Your Doctor About Viagra
Banner: Can You Spot a Fake?
Copyright © Phoenix Marketing International 2012. All rights reserved. 34
LET’S LOOK AT TWO VERY DIFFERENT STRATEGIES.
HOW CAN BRAND/DSA COMBINATIONS HELP?
CATEGORY CROSSOVER MEDIA CONSUMPTION IS
RAMPANT.
COMPETITION FOR GROWTH IS BETWEEN
CATEGORIES THAT CAN DO A BETTER JOB DRIVING
MEN TO THE DOCTOR.
35Copyright © Phoenix Marketing International 2012. All rights reserved.
Two Strategies of Combination Campaigns
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Abbott AndroGel/
Is it Low T?
Takeda Uloric/
Think you have gout
Pe
rce
nt
Sp
en
d
Branded Disease State
Low T
DSA
6 months
before
new brand
ad
started
2009
Uloric 8
months
before
Gout
DSA
started
2011
Proportionally polar opposites
Proportion of Brand to Disease Awareness Spend
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
36Copyright © Phoenix Marketing International 2012. All rights reserved.
Two Strategies of Combination Campaigns
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Abbott AndroGel/
Is it Low T?
Takeda Uloric/
Think you have gout
Pe
rce
nt
Sp
en
d
Branded Disease State
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Abbott AndroGel/
Is it Low T?
Takeda Uloric/
Think you have gout
Mil
lio
ns
Branded Disease State
Proportionally polar opposites And significantly different spends
Proportion of Brand to Disease Awareness Spend 2011 Spending
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
37Copyright © Phoenix Marketing International 2012. All rights reserved.
Producing Different Results in Brand Exposure Recall
• Uloric achieves near ED-Category level recall, across the patient continuum.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Asymptomatic Symptoms not diagnosed Diagnosed not treated
% R
eca
ll a
mo
ng
To
tal M
ark
et
Branded Campaign Recall
AndroGel branded Uloric branded
Uloric branded
AndroGel branded
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
38Copyright © Phoenix Marketing International 2012. All rights reserved.
And Different Results in DSA Exposure Recall
• Low T reaches 75% of Uloric’s branded ads among those with
undiagnosed symptoms providing a comparative 2:1 return on market
investment.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Asymptomatic Symptoms not diagnosed Diagnosed not treated
% R
eca
ll a
mo
ng
To
tal M
ark
et
Branded and DSA Campaign Recall
Androgel branded Is it Low T?- Among any
Uloric branded Think you have gout-Among any
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
2 : 1
ROI
Low T DSA
Gout DSA
39Copyright © Phoenix Marketing International 2012. All rights reserved.
And Different Results in Boosting Aided Condition Awareness:
A Critical Step to Initiating a Physician Discussion
• More men who just saw the Low T DSA were aware of Low T.
• But men who saw both campaigns were 72% more likely to be aware of the
condition “Low T” over those who saw no campaign ads.
72%
Lift over
non-
recallers
AndroGel
only
Uloric
only
Is it Low T-
onlyThink you
have gout-
only
Brand + DSABrand + DSA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Low T Gout
Co
nd
itio
n R
eca
ll B
ase
d o
n D
iffe
ren
tia
l E
xpo
sure
Symptoms Not Diagnosed
Aided Condition Awareness by Combination of Campaign Exposure
72% over
seen no
DTC
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
40Copyright © Phoenix Marketing International 2012. All rights reserved.
And Different Results in Boosting Gout Awareness:
• In this case the Uloric branded ad performed significantly better than the DSA.
• Similar to Low T, men who saw both campaigns were 20% more aware of the
condition “gout” over those not exposed to either campaign.
72%
Lift over
non-
recallers
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
AndroGel
only
Uloric
onlyIs it Low T-
onlyThink you
have gout-
only
Brand + DSABrand + DSA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Low T Gout
Co
nd
itio
n R
eca
ll B
ase
d o
n D
iffe
ren
tia
l E
xpo
sure
Symptoms Not Diagnosed
Aided Condition Awareness by Combination of Campaign Exposure
72%
over no
DTC
20%
over no
DTC
41Copyright © Phoenix Marketing International 2012. All rights reserved.
Both Deliver Similar Results on Call to Action
72%
Lift over
non-
recallers
Neither Ad, 5%
Neither Ad, 10%
Brand + DSA , 15%
Brand + DSA , 31%
0%
5%
10%
15%
20%
25%
30%
35%
Uloric +DSA Is it Low T + Brand
% o
f R
eca
lle
rs w
ho
Dis
cuss
Sp
eci
fic
Co
nd
itio
n w
ith
Do
cto
r
Symptoms Not Diagnosed
Lift in Starting Gout or Low T Discussion with Physician
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
• Both deliver 200+% lift in men who started a discussion with a physician over
those who recalled no ad at all.
42Copyright © Phoenix Marketing International 2012. All rights reserved.
Brand and Unbranded Contribution to Overall Campaign Recall
(Any Campaign Recall = 88%)
31%
7%4%
18%
26%
14%
The Whole Picture: The Impact of Cross-Category
Media Consumption on Action
Gout DSA : Takeda “Think You Have Gout”
Branded: Gout
Low T DSA: Abbott “Is it Low T”
Branded Low T
Branded BPH
Branded ED
• ED Category achieves largest proportion of branded recall (5 brands), then Gout (3
brands).
• Including DSA, the Gout category gains a greater share of media consumption than ED.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
Symptoms Not Diagnosed
43Copyright © Phoenix Marketing International 2012. All rights reserved.
Brand and Unbranded Contribution to Overall Campaign Recall
(Any Campaign Recall = 88%)
Campaign Contribution to Starting Condition Discussion with Dr.
(Started discussion = 40%)
15%
19%
20%
15%
15%
16%
31%
7%4%
18%
26%
14%
The Whole Picture: The Impact of Cross-Condition
Media Consumption on Action
Gout DSA : Takeda “Think You Have Gout”
Branded: Gout
Low T DSA: Abbott “Is it Low T”
Branded Low T
Branded BPH
Branded ED
• However, condition discussion is disproportionately driven by the combination
of Low T DSA and 3 branded campaigns.
• This cross category media consumption effectively diluted ED ROI by 72%.
Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012
44Copyright © Phoenix Marketing International 2012. All rights reserved.
What can your brand learn from this?
� This study revealed how reluctant men with undiagnosed symptoms are to seek help. This may apply just as much in your market. � Consider ways to understand how men within your cat egory can link their
symptoms to a treatable condition -- DSA’s can help.
� Co-mingled co-morbidities is not a Men’s market problem only. Crossover co-morbid conditions with active DTC can and likely do poach your precious target’s attention and dilute your ROI. � Consider a cross-category study among the most comm only shared co-
morbidities.
� Combination brand + DSA ads can significantly lift essential condition awareness, treatment options, boost physician discussion, and improve your ROI.� Ensure your metrics allow you to attribute contribu tion of each and in
combination .
� 21st Century media integrated with traditional multi-media will leverage your outcomes and justify more use of digital, YouTube, QR codes and better branded websites, etc. � Make sure you can measure media consumptions that i s actually driving
physician discussions.
� This study revealed how reluctant men with undiagnosed symptoms are to seek help. This may apply just as much in your market. � Consider ways to understand how men within your cat egory can link their
symptoms to a treatable condition -- DSA’s can help.
� Co-mingled co-morbidities is not a Men’s market problem only. Crossover co-morbid conditions with active DTC can and likely do poach your precious target’s attention and dilute your ROI. � Consider a cross-category study among the most comm only shared co-
morbidities.
� Combination brand + DSA ads can significantly lift essential condition awareness, treatment options, boost physician discussion, and improve your ROI.� Ensure your metrics allow you to attribute contribu tion of each and in
combination .
� 21st Century media integrated with traditional multi-media will leverage your outcomes and justify more use of digital, YouTube, QR codes and better branded websites, etc. � Make sure you can measure media consumptions that i s actually driving
physician discussions.
45Copyright © Phoenix Marketing International 2012. All rights reserved.
Ask for:
� Brand team presentation with examples of findings� Information about any of our 11 DTC category audits
Doug ZaborExecutive Vice PresidentPhoenix [email protected]
QUESTIONS?
All About the Men: A DTC Battleground of Multiple Conditions & the
Opportunities Within