Using TV as a mass reach vehicle to boost awareness and to impact behavior toward "embarassing" medical conditions is fine by consumers, according to a recent study by HMC Mindset, the research arm of the New York-based Omnicom advertising agency.
The study, which gauged consumer reaction to the FDA's recent rulings on DTC advertising, confirms many marketers' instincts that consumers are ready to learn about taboo topics like sexually transmitted diseases (STDs) even though network TV still is skeptical. Networks remain conservative in the often-controversial area of contraception and unyielding about condom advertising.
But market research like HMC Mindset continues to provide marketers with an arsenal for using TV within integrated marcom campaigns to educate consumers on these difficult-to-discuss healthcare subjects.
Last fall, HMC, which regularly takes the consumer pulse on hot button healthcare issues, surveyed 1,000 adults and found that 66% of Americans believe DTC advertising for sexually transmitted diseases (STDs) are acceptable. Other areas deemed suitable include:
- Contraception (64%);s
- Weigh loss (62%);
- Depression (59%); and
- Enlarged prostate (56%).
"These results mirror the fact that today's society is becoming more open about issues related to sexuality, including treatment of unmentionable diseases," says Jerry Lee, HMC's managing director.
Graduating From Print to TV
HMC's market research played a key role when Pharmacia & Upjohn [PNU], manufacturers of an injectable contraceptive Depo-Provera, turned up the volume of its existing print DTC campaign with TV last fall.
The television messages focused on the link between birth control and a woman's freedom to plan her family, and sought to educate women about Depo-Provera as an option.
The groundbreaking ads, which ran on network and cable station in Columbus, Ohio, Kansas City, Mo., Nashville, Tenn., and Seattle, were the first female birth control ads broadcast on U.S. television.
The campaign was fueled by HMC research that found consumers welcome (five to one) DTC advertising that links the brand name and indications in one 60 second spot.
"It was the right message at the right time," says William E. Walker, Pharmacia & Upjohn's director of marketing.
Networks Prudish on Condoms
Some networks were reluctant to run the Depo Provera commercials despite their educational approach, Walker adds. "Conservative attitudes still exist."
Compelling research indicates rising STD rates, especially among the younger generation (ages 15 to 29), but network TV still blocks condom advertising.
Stan Grissinger, brand manager for Durex Consumer Products, a leading manufacturer of condoms, doesn't see networks changing any time soon. For now, Durex, based in Atlanta, relies on hard-hitting PR to get network play.
Its Global Sex Survey last year, was the cornerstone of its effort to boost awareness about safe sex (HPRMN, Jan. 22, p. 3).
The survey of 10,000 adults worldwide found that 96% of Americans are aware of HIV/AIDS and 65% worry about becoming infected with the virus. Yet 44% still have not modified their sexual behavior.
The campaign which revealed consumer attitudes on sexual behavior, reached 124 million people, generating extensive network TV coverage on shows like "The View with Barbara Walters" and "Hard Copy."
In terms of its paid TV presence, Durex uses cable networks like MTV and VH-1 to reach its target of young adults. (HMC Mindset, Geoff Kintgen, 212/771-3625; Pharmacia & Upjohn, William E. Walker, 616/833-6639; Durex, Stan Grissinger, 770/582-2163)