Health and Medical News and Resources

General interest items edited by Janice Flahiff

Celebrity endorsements of prescription drugs

From the 7 July 2011 KevinMD column by Richard Meyer

Boniva continues to use Sally Field as a celebrity spokesperson for their product but as John Mack pointed out, should any prescription drugs be paying celebrities to endorse their products?  Well, according to an Ace Metrix study the answer to that is “probably no.”

The Ace Metrix study found of more than 2,600 ads that celebrity ads do not perform any better than non-celebrity ads and in some case perform much worse.  In their study whether or not a celebrity endorses a product was unimportant in determining whether an ad resonated with viewers.  In fact compared with industry norms relatively few celebrity ads were able to earn performance marks above the industry averages…

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July 29, 2011 Posted by | Medical and Health Research News | , , , , | Leave a comment

   

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