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AdvaMed Releases New Survey Results on DTC Campaigns

Thursday, October 15, 2009 General News J E 4
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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 communications,” said Peter Pitts, participating panelist, and partner and director, global health, Porter Novelli.

Designed by industry and for industry, AdvaMed 2009 is the premier MedTech conference for CEOs, business executives, policy-makers, members of the media, financiers, and service providers and other MedTech leaders from around the world. In only its second year, AdvaMed 2008 attracted 1,400 industry leaders including 500+ CEOs, Presidents and C-Level executives.

AdvaMed member companies produce the medical devices, diagnostic products and health information systems that are transforming health care through earlier disease detection, less invasive procedures and more effective treatments. Our members produce nearly 90 percent of the health care technology purchased annually in the United States and more than 50 percent purchased annually around the world. AdvaMed members range from the largest to the smallest medical technology innovators and companies. For more information, visit www.advamed.org.

SOURCE AdvaMed and AdvaMed 2009

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