It has been four months since COVID-19 prompted country-wide lockdowns and disrupted the lives of more than 300 million Americans. While every state has opened up in some capacity, we are not yet free from the pervasive threat of the virus. The number of infections continues to increase across the country, resulting in strained healthcare resources and new unknowns for patients, frontline workers, and the healthcare industry as a whole.
To help pharmaceutical companies navigate the volatile industry landscape, Crossix has continued to monitor country-wide health and media behaviors through the Crossix Data Platform and Crossix DIFA™.
Impact on Health Behaviors
As communities have started to lift their lockdown restrictions, doctor visits have started to increase. Medical claims continue to be processed, but current Crossix data shows that overall doctor visits bottomed out in mid-April, with 46% fewer visits than pre-lockdown in February 2020.1 However, the overall number of doctor visits is now just 28% less than in February.1 Conversely, telehealth visits peaked at 32% of all healthcare professional (HCP) visits in mid-April but now have decreased as in-person visits resume.1
While the number of HCP visits is on the rise, the past few months of low patient traffic impacted the number of prescriptions being filled. In mid-April, new-to-brand prescriptions (NBRx) dropped 38% compared to the average number of NBRx fills in February.1 More recently, Crossix has seen an increase in NBRx fills, which are now 21% lower than the amount in February.1
However, the rebound in fills has not applied to all therapies. Injections and infusions, which are often administered in-person at doctor offices, have consistently been much lower than February volumes throughout the pandemic. Prescription fills for injections are currently 35% lower than in February, and there are 36% less fills for infusions.1 However, fills for oral therapies are down just 15%.1
Impact on Media Investments
Despite COVID-19’s impact on patient behaviors, nearly all (97%) pharmaceutical brands who advertised pre-COVID-19 have continued to advertise directly to consumers throughout the pandemic, albeit some at a reduced volume.2 Crossix has seen a 30% drop in average daily digital DTC impressions compared to pre-COVID-19 volumes.2 While still strong, brands advertising to HCPs have reduced their digital presence even more, with 81% continuing to advertise through display, video, and mobile.3
The coronavirus is still a growing presence despite the country’s efforts to contain it. Many healthcare companies are prioritizing marketing and focusing on more efficient ways to reach their audiences with important health information. Crossix is committed to providing the necessary analytics and support to help pharmaceutical brands understand and optimize their marketing investments now and in the future.
Crossix will continue to monitor and update these trends, along with category-specific changes, as the situation continues. Contact Crossix if you have specific questions about how the shifting landscape is changing pharmaceutical marketing.
Sources
1 Crossix Patient, July 2020.
2 Crossix DIFA™, July 2020.
3 Crossix DIFA HCP™, July 2020.