DTC Advertising "Tone-Down" Could Address FDA Concerns, Schering Says
This article was originally published in The Pink Sheet Daily
Marketers will begin airing more balanced DTC ads as a result of increased scrutiny from FDA about the quality of some ads, Schering CFO Bertolini says. With Levitra, Schering now participates in what may be a high-risk market for DTC ads: erectile dysfunction disorder.
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“Reminder ads” are a disservice to consumers and physicians, Pfizer marketing exec Dahan says. Patients must “take two steps backward to go one step forward,” and doctors must field questions about drugs that aren’t relevant to the patient, creating a “negative stir” regarding direct-to-consumer ads.
Crawford emphasizes the need for industry self-regulation of direct-to-consumer promotion at Biotechnology Industry Organization/Windhover conference. The acting commissioner's remarks are softer than his recent calls for FDA enforcement action against "out of hand" DTC ads.
Commercial for Levitra does not qualify as "reminder ad" because it includes effectiveness claims, agency says in an ad division letter. Acting Commissioner Crawford has expressed a desire to crack down on DTC ads in the erectile dysfunction category. Levitra is one of four products cited by the agency in letters posted over a two-day period.