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As a non-practicing member of the American Academy of Allergy, Asthma & Immunology I receive monthly a copy of the Journal of Allergy & Clinical Immunology aimed mostly at practicing allergists.  This journal is the leading source of research on allergy and asthma.  Within its pages, however, are advertisements for OTC consumer products that relieve allergic symptoms.  But how well do manufacturers sell well-known OTC products to the professional community of practicing specialists?  Let's look.

 

In all cases products sold OTC for the relief of allergy symptoms are already well known to allergists who have prescribed these drugs for many years prior to their marketing to consumers.  Most OTC products are bought by consumers without the recommendation of a physician.  Today OTC recommendations by physicians may be driven not only by their perceived efficacy, but by cost considerations, for example the full cost of an OTC to a patient versus co-pays for Rx scripts.  Thus, physicians may create transient brand loyalty through hand-out of professional samples.  Advertising former prescription products to these physician specialists requires assessing whether such ads are generating incremental trial of these familiar medicines.  Is it efficient media and promotional spending and, if so, how to do so in a way that doesn't seem "unprofessional".  So here are reviews of all OTC product advertisements in the April, 2011 issue of JACI in order of their excellence at targeting doctors:

 

1. Zaditor (Novartis):  Zaditor is an excellent ocular relief technology now OTC.  This ad is not dumbed down, but projects many aspects of conventional Rx advertising by giving physicians a bullet-pointed list of benefits with extensive and complete scientific references.  Well done in confirming its latent superiority on the retail shelf.
2. Zyrtec (McNeil/J&J):  Focused on patient satisfaction with 92% product satisfaction in a survey; professionally referenced; mentions SAR/PAR; has QR reader image and contact numbers; assumes its non-sedating benefit without mentioning it.
3. Breathe Right (Glaxo):  Breathe Right Advanced is a 4-point external nasal dilator.  Focus is on nocturnal use and benefits, use with or without drugs, adjunctive to drug ramp-up period, improved sleep is key benefit.  Increase in flow-limiting minimum cross sectional area impressive, but not referenced.  Reminds doctor of key sleep benefit.
4. Allegra/-D (Chattem/Sanofi):  Reminds allergists what they already know that Allegra is no longer a prescription drug and that it is non-sedating; dandelion ad imagery ill-chosen as all allergists will know that dandelion pollen is a minor player in aero-allergy, if a clinically relevant aero-allergen at all; ragweed is the predominant weed (Compositae) aero-allergen in the US followed by mugwort and feverfew.  No medical references are provided for clinical substantiation.  Unlike Zyrtec no QR icon, text message or phone contact number provided to doctors.  Seems to target end-user.

 

Claritin was a notable no-show in this issue, perhaps smart use of ad dollars.  All these manufacturers, except Zaditor in their ads, offer samples to doctors (or coupons) the seeming objective of the exercise.  The efficiency of professional advertising of OTC products in a media plan needs constant evaluation as to its objective and effectiveness in promoting awareness, patient trial, and repurchase via physicians.  Price/value to the consumer is paramount for any out-of-pocket therapy in the doctor's mind.

 

 

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