CMI/Compas Study on Doctors’ Views of Direct-to-Consumer Drug Advertising, April 2013, In Preparation for the FDA Survey of Clinicians on Direct-to-Consumer Drug Advertising

1. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  1
CMI/Compas Study on Doctors’ Views of
Direct-to-Consumer Drug Advertising
In Preparation for the
FDA Survey of Clinicians on
Direct-to-Consumer Drug Advertising
Conducted on April 25, 2013

2. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  2
In 2002, the FDA conducted a study of HCPs to
understand their attitudes and behaviors
associated with DTC advertising of prescription
drugs…
The 2002 physician questionnaire asked for information regarding the
frequency of questions physicians received from patients, physicians’
responses to questions regarding patient questions, and prescribing
behaviors involved in a recent, specific encounter in which a DTC-
advertised drug was discussed. Finally, general questions were asked
about physicians’ opinions regarding DTC advertising.
The results of that study can be found on
http://www.fda.gov/downloads/Drugs/ScienceResearch/ResearchAreas
/DrugMarketingAdvertisingandCommunicationsResearch/UCM152890.
pdf
This week the FDA announced their plan to conduct a new survey
focusing on physicians and other healthcare professionals to understand
the effect that direct-to-consumer (DTC) pharmaceutical advertising has
on their prescribers’ behaviors; as well as gain their perspective on
whether or not DTC drug marketing results in inappropriate requests for
prescriptions or an overestimation by patients of their efficacy.
As this announcement generated much curiosity with our media teams
and our many clients, CMI/Compas decided to field our own ByDoctor®
PulseTM study focusing on physicians perceptions of DTC – surveying
both primary care and specialty physicians. Perhaps the responses here
can serve as leading indicators for what’s to come…
Survey Responders: 104
50% from Primary Care
50% from Specialty
48% agree that DTC
informs, educates and
empowers patients
68% agree that DTC
encourages patients
to contact a clinician
52% of agree that DTC
removes stigma
associated with
certain diseases
Only 20% of physicians
agree that DTC advertising
strengthens a patient’s
relationship with a clinician.
81% of physicians agree DTC
advertising encourages drug
over-utilization
78% of physicians agree DTC
advertising ultimately
increases the cost of
healthcare
Over 89% have received a
specific medication request
from a patient as a result of
an advertisement they saw.
43% changed their
prescribing as a result.
Summary of Key Findings

3. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  3
On April 25, 2013, Compas conducted a ByDoctor®
PULSE™ study of physicians to gauge HCP perceptions.
HERE IS WHAT WE UNCOVERED…IN DETAIL!

4. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  4
Nearly 53% of doctors believe Direct-to-Consumer
pharmaceutical advertising should be scaled back
52.90%
18.30%
2.90%
26.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Should be scaled back Should be eliminated Should be increased Should continue as is

5. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  5
Over 89% have received a specific medication request from a
patient as a result of an advertisement they saw. 43% changed
their prescribing as a result.
10.60%
46.20%
43.30%
Never received requests
Received requests, but did not change
prescribing
Received requests and changed
prescribing

6. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  6
78% feel that Direct-to-Consumer advertising leads to a
preference for brand name drugs when a generic is adequate
78.80%
21.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
1
Yes
No

7. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  7
48% of physicians agree (5% strongly; 43% somewhat) that
Direct-to-Consumer pharmaceutical advertising informs,
educates and empowers patients.
4.80%
43.30%
7.70%
32.70%
11.50%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree

8. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  8
68% of physicians agree (18% strongly; 50% somewhat) that
Direct-to-Consumer pharmaceutical advertising encourages
patients to contact a clinician
18.30%
50.00%
12.50%
14.40%
4.80%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

9. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  9
64% of physicians agree (13% strongly; 51% somewhat) that
Direct-to-Consumer pharmaceutical advertising promotes
patient dialogue with health care provider(s)
12.50%
51.00%
16.30%
14.40%
5.80%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

10. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  10
Only 20% of physicians agree (5% strongly; 15% somewhat)
that Direct-to-Consumer pharmaceutical advertising
strengthens a patient's relationship with a clinician
4.80%
15.40%
24.00%
39.40%
16.30%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

11. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  11
52% of physicians agree (9% strongly; 43% somewhat) that
Direct-to-Consumer pharmaceutical advertising removes
stigma associated with certain diseases
8.60%
42.90%
21.90% 21.00%
5.70%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

12. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  12
53% of physicians disagree (19% strongly; 34% somewhat)
Direct-to-Consumer pharmaceutical advertising reduces
underdiagnoses and under-treatment of conditions
4.60%
22.20%
20.40%
34.30%
18.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

13. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  13
63% of physicians agree (15% strongly; 48% somewhat) that
Direct-to-Consumer pharmaceutical advertising misinforms
patients
15.00%
47.70%
17.80%
15.00%
4.70%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

14. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  14
74% of physicians agree (28% strongly; 46% somewhat) that
Direct-to-Consumer pharmaceutical advertising
overemphasizes drug benefits
27.60%
45.70%
17.10%
7.60%
1.90%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

15. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  15
50% of physicians disagree (18% strongly; 32% somewhat) that
Direct-to-Consumer pharmaceutical advertising encourages
patient compliance
6.70%
18.30%
25.00%
31.70%
18.30%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

16. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  16
52% of physicians disagree (21% strongly; 31% somewhat)
Direct-to-Consumer pharmaceutical advertising encourages
product competition and lower prices
5.70%
22.90%
20.00%
30.50%
21.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

17. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  17
68% of physicians agree (14% strongly; 54% somewhat) that
Direct-to-Consumer pharmaceutical advertising promotes new
drugs before safety profiles are fully known
13.90%
53.70%
11.10%
15.70%
5.60%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

18. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  18
81% of physicians agree (25% strongly; 56% somewhat) Direct-
to-Consumer pharmaceutical advertising encourages drug
overutilization
24.80%
56.20%
11.40%
5.70%
1.90%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

19. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  19
65% of physicians agree (20% strongly; 45% somewhat) that
Direct-to-Consumer pharmaceutical advertising leads to
inappropriate prescribing
20.00%
44.80%
21.90%
10.50%
2.90%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

20. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  20
51% of physicians agree (15% strongly; 36% somewhat) that
Direct-to-Consumer pharmaceutical advertising wastes
appointment time
15.00%
35.50%
22.40%
23.40%
3.70%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat Disagree Strongly Disagree

21. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  21
65% of physicians agree (23% strongly; 42% somewhat) that
Direct-to-Consumer pharmaceutical advertising is
not rigorously regulated
23.10%
41.70%
16.70%
13.90%
4.60%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Strongly Agree Somewhat Agree Don't Have an
Opinion
Somewhat
Disagree
Strongly Disagree

22. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  22
78% of physicians agree that Direct-to-Consumer
pharmaceutical advertising ultimately increases cost of
healthcare
77.90%
5.80%
12.50%
3.80%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Ultimately increases the
cost of healthcare
Ultimately reduces the
cost of healthcare
Does not change the cost
of healthcare
No opinion

23. ByDoctor® PULSETM
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• Gauge brand awareness and track campaign effectiveness.
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indications.
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Highlights
• Successfully engage with HCPs through their preferred media channels
• Effectively measure target audience reactions as the market changes,
including decisions made by governing bodies and current events
affecting your brand
• Launch key questions and receive responses rapidly, within hours
• Integrate research findings with CMI/Compas’ experience and strategic
customer insights across multi-channel, non-personal promotion
campaigns

24. © 2013 Communications Media, Inc. Confidential Material. All Rights Reserved.Page  24
To Find Out How Your Target Physicians Feel Towards
DTC Advertising
Please contact:
oYour CMI Media Director or Compas Lead
oOr Lindsay Dinan: ldinan@cmicompas.com