According to STAT “a drug advertising conference this week in Boston was packed with self-congratulatory sessions celebrating inspiring campaigns. But there was an undercurrent of unease about the prospect of a federal crackdown on pharma commercials”. Despite what you hear or read DTC advertising is not going anywhere.
KEY TAKEAWAY: The U.S. is not prepared for the coming crisis in healthcare that could have a damaging effect of caregivers as well as patients. The crisis consists of two parts: first, there is the rising cost of new prescription drugs, especially those to treat cancer. Second, is the costs of extended care at a time when Congress is trying to gut Medicaid.
KEY TAKEAWAY: A two minute story on the evening news about a new cancer drug doesn’t answer enough questions for people who may want to know more before meeting with their doctor. Biopharma companies need to set realistic expectations when it comes to new drugs and they need to be a credible source of medical information for patients, but all too often their websites are a billboard that says “ask your doctor about me”.
KEY TAKEAWAY: DTC TV ads can produce results, but it’s essential to drive patients into the doctor to ask for your drug while educating physicians on the telltale symptoms of the disease state you are marketing to.
Here’s what will happen if the American Health Care Act becomes law. Tens of millions of Americans will lose health coverage and tens of thousands of people will die every year who otherwise would have lived. It’s time for the voices that have been silent to yell and stop this insanity before it’s too late.