PHARMACEUTICAL ADVERTISING Direct to Consumer Advertising Direct to Consumer Adv Traditionally most promotional efforts directed at health professionals increasingly using DTCA to target patients directly The US is one of the 2 developed countries that allow DTCA prescription drugs NZ In 2005 drug companies spent gives info about a certain condition or problem that you might have ex seasonal allergies give awareness to brand name then go talk to your Dr about it 4 2 billion 3 Categories of DTC Ads Help seeking Reminder Product Claim Myth vs Reality Name of product side effects Big Bucks Big Pharma Video DTC Regulations 1969 FDA issued regulations ads can t be false or misleading must present fair balance of info on risks and benefits include facts that are material to the products uses include a brief summary of every risk 1988 Rogaine increased sales 1992 AMA reversed blanket policy against DTC ads Claritin Ad 1996 1997 FDA relaxed side effects rules for broadcast ads no longer required ads to thoroughly explain side effects need major statement instead major risks and contraindications refer viewers elsewhere adequate provision ex toll free number website etc 2004 FDA further relaxed regulations Print ads only need ot identify major risks and use simplified language Increasing number of DTC ads over time Spending increased 60 70 in 1999 and 2000 The number of DTC TV ads increased 40 fold between 1994 and 2000 We see about 9 drug ads day 16hrs per yr What the SHIFT meant PUSH to PULL Marketing Strategy Look at chart on notes Pull buy promotional campaigns customer retailer Push retailer buy customer Exposure and Attitudes Toward Prescription Drug Ads Not really caring The Pros of DTC Ads Increased Public Awareness and thereby involvement in healthcare Helps educate consumers of potential conditions Encourages them to see their Dr Treatment compliance May reduce spending on other medical services such as hospitalization The CONS of DTC Ads Critics argue Ads use mostly emotional appeals communicate in sound bites verses scientific fact Consumers taking too many drugs Understate adverse side effects TV ads can distract us from important info Overstate Health benefits Over diagnosis of a condition inappropriate use of prescription drugs Drives up the overal cost of healthcare without necessarily improving it
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