Study views impact of press coverage and advertising on cholesterol drug use/brands

A burst of unfavorable or confusing publicity often prompts users of prescription medications to take swift actions that can hurt those medications' brand perception as well as market share, according to researchers at Phoenix Healthcare, a USA-based Phoenix Marketing International practice.

A recently-released Phoenix study, entitled "Impact of Publicity on Consumer Perceptions and Actions in the Cholesterol Medication Category," also demonstrated that doctors who treat such users are often hard pressed to respond with the latest information to a flurry of questions and requests for assistance.

Such events create opportunities for competitors to convey positive reinforcement for their brands and take advantage of market turmoil.