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Advertising effectiveness on drugs and disease-related ads, Synovate Healthcare studies

Synovate, a market research firm, has released findings on the study of advertising effectiveness of drug and disease-related ads. The Synovate Healthcare study has investigated whether such ads prompt them to pay more attention to their health and how much consumers spend on drug purchases.

Findings show Hong Kong respondents spend most on western medicines (on average HKD445 per month, USD57.2), followed by Chinese medicines (on average HKD267, USD34.3 per month), and supplements such as vitamins and calcium pills (on average HKD102, USD13.11 per month). "Women spend on average more than men, likely with roles as care takers at home," commented Carmen Li, research director of Synovate Healthcare in Hong Kong.

Results also show drugs and disease-related ads are effective in raising respondents’ awareness of their own health, but less people are prompted to action to purchase or take the drugs shown in the advertisements: One in three respondents (36 percent) said these ads have raised their health consciousness, while close to 15 percent have indicated they have purchased or taken the drugs because of the ads; searched for more information online; or asked their doctors for more information.

The top drugs and disease-related advertisement most Hong Kong respondents recall are related to cancer, by one in four people. Over 70 percent indicated they have seen a drug or disease-related ad on television, the top medium, followed by one in four from newspapers. As video prompt on television is with more explanation through visual and voice description, consumers are finding drugs and disease-related ads on TV more memorable.

"By using a celebrity icon in an integrated marketing approach, consumers can easily spot the association from printed ads, which allows the display of prescription drug’s name, with the celebrity’s presence across different channels," explained Li.

The study surveyed 1013 Hong Kong respondents using telephone research methodology CATI.