The New Economics of DTC: Responsibility Sells
This article was originally published in RPM Report
The pharmaceutical industry's new serious tone in direct-to-consumer advertising is having an unexpected effect: commercial success. While some drug categories -- like erectile dysfunction -- may be more difficult to advertise, some marketers are finding that operating within the new voluntary guidelines makes for a more effective marketing message.
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FDA's new pre-review program for direct-to-consumer ads is up and running. The agency also has a working definition for the new standard governing risk information in broadcast ads: present it the same way you do the benefits.
The new FDA law marks a turning point in the relatively short history of direct-to-consumer broadcast ads. Sponsors have preserved the right to advertise, but will have to get used to following FDA's schedule-and taking FDA's advice.