Mar­ket­ingRx Matchup: Glax­o­SmithK­line, As­traZeneca asth­ma TV ads face off in con­sumer rat­ings

Wel­come to an­oth­er round of End­points Mar­ket­ingRx’s DTC ad­ver­tis­ing matchup – this time gaug­ing con­sumer opin­ions of asth­ma TV ads from Glax­o­SmithK­line and As­traZeneca.

Mar­ket re­search com­pa­ny Leg­er is run­ning ex­clu­sive polls for End­points News for this month­ly fea­ture that eval­u­ates what peo­ple re­al­ly think about two phar­ma brands’ DTC ad­ver­tis­ing in the same ther­a­peu­tic cat­e­go­ry.

This month, Leg­er re­searchers put asth­ma to the test – specif­i­cal­ly TV com­mer­cials for Glax­o­SmithK­line’s Nu­cala and As­traZeneca’s Fasen­ra, both ap­proved to treat a kind of se­vere asth­ma called eosinophilic asth­ma. Leg­er queried more than 1,000 US res­i­dents, in­clud­ing those with mild or se­vere asth­ma, show­ing the TV ads and ask­ing a se­ries of ques­tions that in­clud­ed gaug­ing each ad’s at­ten­tion-get­ting, be­liev­abil­i­ty, in­for­ma­tion con­veyed and like­li­hood to act. The re­searchers al­so al­lowed for open-end­ed com­ments.

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