Report: Emails from drug companies increase brand loyalty

DALLAS Patients adhere to their prescriptions better and become more loyal to products and brands when they receive emails from drug companies, according to a study released Tuesday.

Market research firm Epsilon enlisted Lancanster, Pa.-based ROI Research in October to conduct a nationwide survey of consumers who receive permission-based email from pharmaceutical companies. Of 1,517 respondents, 42% said permission-based email had a direct effect on activities like taking medications as instructed by doctors and filling prescriptions; 44% said they were more likely to stay on a drug from a drug company that sent them permission-based emails, and 60% said the emails gave them a more favorable opinion of drug companies.

“Email marketing is a necessary tool to increase affordability and educate consumers on the benefits of specific drugs and the importance of compliance,” Epsilon Strategic Services SVP Kevin Mabley said in a statement. “The Internet has created resources and enabled consumers to take more control of their medical education, and email supports these efforts.”

The survey data has a margin of error of 2.5%. A summary of the survey is available at  www.epsilon.com/pr/pharmaemailbranding.