DTC Study Shows Limited Risk Statement Works, But Will Pharma Ad Practices Change?
Viewers retain more risks and benefits in DTC ads showing only limited risk information, but experts predict it may not result in substantial change right away.
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US agency's study found that mentioning fewer risks in direct-to-consumer ads helped with recall and in some cases with recognition but led viewers to say they didn’t have enough information.
Sponsors and payers question guidances' scope and potential audiences, and wonder if the agency couldn't just perform some retrospective audits of off-label communication to speed things up.
Despite PhRMA’s concerns, FDA is proceeding with a study using modified versions of existing TV ads, but agency will revise study questions to focus on value of the ‘major statement’ and not other aspects of ads.