Should fair balance be eliminated on TV ads?

KEY TAKEAWAY:  Assuming that consumers “tune out” or “tune in”risk information via DTC TV ads ignores one important aspect: consumers are not going to run to their doctor after seeing a DTC TV ad.

86% of consumers say they have seen or heard ads for SPECIFIC MEDICINES that you can only get with a physician’s prescription.  That share rises among relevant groups: 90% of those who have chronic condition 89% of those taking a prescription medicine Source: PhRMA Study 2017)

After seeing a DTC ad 62% Looked for Any Information…

◦ 33% looked for information about a condition advertised medicine treats
◦ 29% looked for information about a prescription medicine they were taking
◦ 24% looked for information about a prescription medicine friend or family were taking

So what does this mean?  It means that the majority of consumers are going online to learn more about advertised drugs.  They want to know the side effects and the costs before they schedule an appointment with their HCP.

Should fair balance be eliminated on TV ads?

My feeling is yes.  A simple statement advising viewers to go online to learn “important safety information” is more than adequate since the safety page on drug websites is usually among the top in page views.

Of course the FDA could save a lot of time, and money, if they just subscribed to DRG Research reports.  It would help them better understand what’s happening and why and bring the FDA into the current century.

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