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Bristol reviews Plavix ad

Executive Summary

Bristol-Myers Squibb has conducted an audit of a recent Plavix direct-to-consumer ad and maintains that there is no difference in the speed of delivery between efficacy and safety/risk information in voiceovers. At a recent Regulatory Affairs Professional Society DTC conference, a Bristol regulatory director agreed with attendees that the voice delivering the safety information was faster (1"The Pink Sheet" May 22, 2006, p. 27). Attendees also said the change from a male voice to a female voice for delivery of the safety/risk information was distracting. Bristol said it intentionally switched voices to call attention to safety/risk information and noted that the ad was pre-cleared by FDA...

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