Predicting Impact of Celebrity Endorsement in Pharma Marketing
Tuesday, October 25
2:00 PM–2:35 PM
Steve Wakefield, Renu Dalal, Phoenix Marketing International, Roni DasGupta, M3 Global Research & Dr. Brent Rollins, Philadelphia College of Osteopathic Medicine
Each year the pharmaceutical industry invests billions of dollars in direct-to-consumer (DTC) advertising, oftentimes employing celebrities as spokespeople for the brand or disease state. A 2014 study published in the International Journal of Pharmaceutical and Healthcare Marketing found that while consumers paid more attention to ads with celebrities and found the ads to be more credible, celebrity promotion of disease awareness did not affect consumers’ views of an advertisement, the company being advertised, or their behavioral response. A following study in 2015 found that, again, while study respondents did pay more attention to the celebrity-containing ads and view them as more credible, that did not translate into influence. The personal relevance of the advertisements--not the celebrities making the pitches--affected consumer attitudes toward the ad and company. Phoenix Marketing International, M3 Global Research and Dr. Brent Rollins of Philadelphia College of Osteopathic Medicine, the author of the above referenced studies, are partnering to explore how to bridge awareness and action in celebrity pharmaceutical marketing. In other words, what characteristics of celebrity are most effective in DTC advertising, and what components will trigger a call to action, from mere awareness, on the part of the viewer (patient)? This research has not yet been conducted but will be completed in time for PMRG Institutes presentation.