PREDICTING THE IMPACT OF CELEBRITY ENDORSEMENT. Copyright Phoenix Marketing International All rights reserved

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Kerry Stephens
6 years ago
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1 PREDICTING THE IMPACT OF CELEBRITY ENDORSEMENT 1

2 HOW EFFECTIVE ARE CELEBRITY ENDORSEMENTS IN PHARMACEUTICAL MARKETING? 2

3 THE FACT IS THAT: Consumers pay more attention to an ad with a celebrity in it AWARENESS of the disease or brand is increased Ads are viewed as more credible Personal relevance of the disease to the celebrity is important to consumers Celebrity gender is less materially important However, there is little difference in purchase intent, or ACTION by consumers who view these ads *Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements International Journal of Pharmaceutical and Healthcare Marketing 2014 **Impact of endorser testimonials in direct-to-consumer advertising Journal of the American Pharmacists Association

would: Decrease Their Interest, 7% Have No Effect

4 OUR OWN RESPONDENTS SAID Having a celebrity they like in an ad for a treatment for their condition would: Decrease Their Interest, 7% Have No Effect on Their Interest, 37% Increase Their Interest, 56% 4

5 CHOOSING THE RIGHT CELEBRITY MAY BE KEY Are there certain celebrity characteristics that will move a consumer from simple AWARENESS to taking ACTION? 5

6 WHAT CHARACTERISTICS OF A CELEBRITY MAKE A GOOD SPOKESPERSON? 6

7 WE TESTED THE FOLLOWING DYNAMICS 14 Personality Attributes 800 Consumers 10 min Online Survey 15 Patient Conditions 18 Diverse Celebrities 7

8 THE NUMBER ONE ATTRIBUTE THAT DRIVES ACTION IS RELATABILITY I can relate to him/her Relative Contribution to Making You Seek More Information Classy Sincere Caring Intelligent Honest Influential Fun Wise Authentic Attractive Funny In the news Edgy These are seen as negative attributes This is also the most difficult attribute to score well on! 8

Garth Brooks Rita Moreno David Hyde Pierce Mindy Kaling Michelle Wie Simon Cowell

9 DANNY GLOVER IS A LETHAL WEAPON Danny Glover Al Roker Mary Lou Retton Jodie Foster Neil Patrick Harris Patti Labelle Brett Favre Jay Leno Kelly Ripa Lucy Liu Garth Brooks Rita Moreno David Hyde Pierce Mindy Kaling Michelle Wie Simon Cowell Britney Spears Lena Dunham Relative Contribution to Making you Seek More Information 9

10 CELEBRITY IMPACT DIFFERS BY PATIENT CONDITION Top Drivers by Condition Category: Low Daily Impact I can relate Honest Not in the news Familiar Not edgy Moderate Impact I can relate Familiar Honest Not edgy Sincere Not funny High Impact I can relate Familiar Not edgy Classy Very High Impact I can relate Familiar Intelligent Not edgy Does well: Does well: Does poorly: Does well: 10

11 MEN TEND TO LOOK AT MORE FACTORS Top Drivers by Respondent Gender: MALES I can relate Sincere Classy Not edgy Not funny Familiar Does well: FEMALES I can relate Sincere Not edgy Familiar Does well: 11

12 CONSUMERS OVER 45 ALSO LOOK AT MORE FACTORS Top Drivers by Respondent Age: Under 45 I can relate Familiar Classy Does well: 45 and older I can relate Sincere Classy Not funny Not edgy Familiar Does well: 12

Sincere I can relate The best: Makes you feel more comfortable with

13 FAMILIARITY IS MOST CRITICAL FOR BENEFITS AND RISKS Makes you feel better about BENEFITS Familiar Not in the news Classy Influential Sincere I can relate The best: Makes you feel more comfortable with RISKS Familiar Not in the news Influential Caring Classy Sincere I can relate The best: 13

14 SOME CELEBRITIES ARE WELL RECEIVED BUT CAN BE POLARIZING Perceptions of Celebrities When Aware Like Them!! Don t Like Them Lucy Liu 35% Kelly Ripa Jay Leno 32% Brett Favre Patti Labelle Neil Patrick Harris Jodie Foster Mary Lou Retton 22% Al Roker Danny Glover 14

15 WE CAN T ALWAYS TELL WHO IS RIGHT FOR A CONDITION Whom do COPD patients have an unusual dislike for? Asthma patients like someone most others do not. Who is it? You really don t like Kelly Ripa if you have what condition? 15

16 BUT WE CAN REFINE THE CELEBRITY SELECTION PROCESS With a decision-support tool that combines many driving factors, to help verify the effectiveness of a particular celebrity Mild Age Relatable Moderate Income Gender Sincere Caring Severe Honest Ethnicity Condition Consumers Celebrity Characteristics 16

17 17

leading global marketing, education, and panel

18 A COLLABORATIVE MARKET RESEARCH STUDY Phoenix Healthcare a full-service healthcare MR firm M3 a leading global marketing, education, and panel provider Dr. Brent Rollins PCOM Georgia Campus School of Pharmacy 18

19 OUR QUESTIONNAIRE WAS DESIGNED TO BE FUN AND ENGAGING FLOW Screening & Profiling LEAST likely to make me seek more info about the treatment MOST likely to make me seek more info about the treatment Condition Overall Celeb Impact A MaxDiff exercise provided relative impact of celebrities Celebrity Awareness and Diagnostics Celebrity News and DTC Attitudes More Demos 19

20 WHAT DID WE LEARN FROM HOW WE FIELDED? USING A VARIETY OF FUN EXERCISES HELPED 20.0% Expected Dropout Rate 9.9% Actual Bad respondents DATA QUALITY WAS HIGH, PARTICULARLY AMONG 2.3% THE NEWER M3 PANEL 4.9% M3 panel Traditional panels Can Ask Doc About Health Ads (top box) M3 s PANEL MEMBERS ARE MORE PROACTIVE WITH THEIR DOCTORS 30% 41% 20

21 APPENDIX 21

A WIDE RANGE OF CELEBRITIES Simon Cowell Reality TV Judge Kelly Ripa TV

Danny Glover Actor Neil Patrick Harris Actor Garth Brooks Country Singer Britney

Football Player Mary Lou Retton Gymnast Mindy Kaling Actress/Comedian/Writer

22 A WIDE RANGE OF CELEBRITIES Simon Cowell Reality TV Judge Kelly Ripa TV Personality Jay Leno TV Personality Lucy Liu Actress Al Roker TV Weatherperson Danny Glover Actor Neil Patrick Harris Actor Garth Brooks Country Singer Britney Spears Pop Singer Patti Labelle Singer Rita Moreno Actress/Singer Brett Favre Football Player Mary Lou Retton Gymnast Mindy Kaling Actress/Comedian/Writer Michele Wie Golfer Jodi Foster Actress Lena Dunham Comedy Writer/Actress David Hyde Pierce Actor 22

23 14 ATTRIBUTES STUDIED 1. Honest 2. Sincere 3. Caring 4. Authentic 5. Funny 6. Fun 7. Edgy 8. Intelligent 9. Wise 10. Classy 11. Influential 12. Attractive 13.I can relate to him/her 14.In the news recently 23

24 15 PATIENT CONDITIONS Impact on daily activities 1. Multiple sclerosis 2. Rheumatoid arthritis 3. Depression or other mood disorder 4. COPD 5. Irritable bowel syndrome (IBS) 6. ADHD 7. Sleep disorder 8. Severe food allergy 9. Asthma 10. Psoriasis 11. Coronary heart disease (CHD) 12. Diabetes 13. Seasonal allergies 14. High blood pressure 15. High cholesterol VERY HIGH HIGH MODERATE LOW 24

25 SURVEY C e l e b r it y En d o r s e m e n t in DT C TOPIC: METHODOLOGY: LENGTH: SAMPLE: Optimizing Celebrity Choice in DTC Ads Online survey 15 minutes 800 total 200 from Phoenix (Fulcrum) 600 from M3 (Panel and Social Media) QUOTAS (these are considered soft quotas): Gender Male 50% Female 50% Race/ethnicity White 65% Black 15% Other 24% Hispanic 16% Age (note: does not match census as older more likely to have most of our conditions) % % % % Region Northeast 18% Midwest 22% South 37% West 23% Condition Minimum of n=30 for each condition in S7 Thank you for agreeing to take part in this market research survey. This study is being conducted to help us understand your opinions about advertising. Your answers are completely anonymous and will be combined with those from other people in order to give an 25

Patient Profile. Patient Name: Today s Date: / / Date of Birth: / / Age: Gender: Female Male. Your Contact Information

Patient Profile. Patient Name: Today s Date: / / Date of Birth: / / Age: Gender: Female Male. Your Contact Information Patient Profile Patient Name: Today s Date: / / Date of Birth: / / Age: Gender: Female Male Your Contact Information Phone Number Mobile Phone Number Email Address Mailing Address: Who should we contact