TV/DRTV
Are the people at Astra Zenica that clueless ?
Monday, February 8th, 2010
There’s a reason why Eli Lilly doesn’t do any TV advertising for Zyprexa and it has nothing to do with continuing litigation. It has to do with the fact that Zyprexa is not a product that should be prescribed a lot because it requires patients to be closely monitored by their physicians to ensure they don’t gain a lot of weight and become diabetic.
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Why is GSK Making a New Movie About Obesity? Hint: It Doesn’t Like the Old One!
Thursday, January 14th, 2010
By now you probably have read about GSK’s announcement that it will finance a NEW “hard-hitting” documentary about eating (see ” Alli Marketer (GSK) To Produce Documentary Film on Eating “). OK, it’s not about obesity per se, but I expect to see a lot of fat, even obese people featured in the movie. An Academy Award-winning director will be named on Jan
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Why do pharma marketers ignore the Internet?
Sunday, August 30th, 2009
The marketing environment for prescription drugs is difficult right now. The FDA is in transition, to say the least, there is a lot of pressure to reduce healthcare costs and past marketing missteps have resulted in a negative image for the drug industry. Along with all these changes consumers have discovered the power of the Internet, especially for health
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Harry and Louise Return This Weekend to TV
Friday, July 17th, 2009
Remember those PhRMA-sponsored “Harry and Louise” TV ads that were instrumental in scuttling Hillary Clinton’s health reform efforts in 2003? Well, Harry and Louise are back! This time, however, they support health reform. “A little more cooperation, a little less politics, and we can get the job done this time,” says Louise as a halo swirls around her head and eventually forms the URL: HarryandLouise.org
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Pristiq DTC Campaign Challenged to Concisely Communicate Risk
Thursday, June 4th, 2009
Almost one-half of Wyeth’s new Pristiq print DTC ad creative, which I cut out from this week’s Newsweek magazine (see left), is devoted to presenting risk information, including a black box warning about suicide risk that FDA now requires for all antidepressant drugs (see here ). The TV ad debuted last night during the depressing show Earth 2100 on ABC (see here ). I would estimate that 30 seconds of the 60-second TV ad is also devoted to presenting risk information (find the TV ad on the Pristiq website here )
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Communicating Risk in Online Drug Ads: Reading the Tea Leaves in Recent FDA Draft Guidance
Friday, May 29th, 2009
DDMAC’s (FDA) recently-released “Draft Guidance on Presenting Risk Information in Prescription Drug and Medical Device Promotion” ( pdf file here ) focuses almost exclusively on print and broadcast promotional ads. It mentions the Internet — where patients most often go first to find information on health (see, for example, “The Empowered Patient: What It Means for Pharma Marketers”; PMN Reprint #84-02 ) — only once by way of example, as in: “Example 13: If a Web site for a product approved to treat high blood pressure presents information about a product™s benefits in postmenopausal women, any risks specific to postmenopausal women are particularly material.” To illustrate how non-specific this is with regard to the Internet, all you have to do is substitute “Print ad” for “Web site.” Perhaps this is FDA’s way of saying that the same rules apply to the Internet as to print ads. I agree, but only so far as a Web page or display ad on the Internet is just another static piece of text/graphic.
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FDA Rules are NOT Media Agnostic
Tuesday, May 26th, 2009
FDA has just released a new draft guidance document: “Presenting Risk Information in Prescription Drug and Medical Device Promotion” (find the pdf file here ). I haven’t read the guidance yet, but according to a Reuters report, the guidance has some specific to TV ads: “Television ads for drugs and medical devices should avoid distracting images and music that can reduce viewers’ comprehension of potential side effects, U.S.
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Consumer Reports Rips Sally Field
Friday, May 1st, 2009
Consumer Reports, a publication I have long respected, has been very critical of DTC for years.
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