在Faricimab-svoa直接向消费者广告活动之后,互联网搜索行为发生了变化
Clarisa Marie P Bloemhof1, Matthew J Lim2, John C Hwang3,4
1California University of Science and Medicine, Colton, CA, USA.
消费者直接营销显著增加了谷歌搜索Vabysmo和湿 AMD,而FDA批准的影响较小. 该活动引起了更多的在线兴趣,而不是监管部门对faricimab-svoa.svoa的批准.
科学领域:
- 眼科医生 眼科 眼科
- 卫生经济学 卫生经济学
- 数字营销分析 数字营销分析
背景情况:
- 法里西马布-斯沃亚 (Vabysmo) 是一种用于视网膜疾病的新疗法.
- 了解患者和公众意识对于治疗的采用至关重要.
- 直接向消费者 (DTC) 营销和监管部门的批准影响了公众的认识.
研究的目的:
- 为了量化谷歌搜索量在FDA批准和DTC推出Faricimab-svoa.运动后的变化.
- 为了比较DTC营销与FDA批准对Vabysmo和相关疾病的公众搜索兴趣的影响.
主要方法:
- 从2021年12月到2023年6月收集的谷歌趋势数据.
- 对以下术语的搜索量进行了分析:"湿性AMD"",糖尿病黄斑",Vabysmo"和"faricimab-svoa".
- 标准化数据用于计算每周的相对搜索量和百分比变化.
主要成果:
- DTC活动与"Vabysmo" (2.5%至18.0%) 和"湿 AMD" (3.0%至77.3%) 的搜索量显著增加相关.
- 对"糖尿病黄斑"和"faricimab-svoa"的搜索兴趣没有显著变化.
- 美国食品和药物管理局的批准导致了"Vabysmo"搜索量显著增加,但较小 (0.3%至2.8%).
结论:
- 对于法里西马布-斯沃亚的DTC广告活动大大提高了谷歌搜索"Vabysmo"和"湿 AMD".
- 营销活动对公众的搜索行为的影响远大于FDA的批准.
- DTC营销有效地提高了对Vabysmo和湿 AMD的认识,但不是糖尿病黄斑.
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