KEY TAKEAWAY: 30% of social media users prefer social care to phoning customer service and this is happening across age groups and income brackets: 17% of people older than 55 prefer social media over the telephone for service, and nearly half of people earning more than $200k per year prefer social media over live interactions for customer service.
POST SUMMARY: 2014 is a banner year – producing the least number of letters by far – 10. Does this mean that DTC marketers are failing to push the envelope or is the FDA shorthanded when it comes to enforcement?
POST SUMMARY: The question of how pharma companies can meet fair balance requirements in character-limited formats has been a major barrier to the use of social media. The FDA is saying that the channel isn’t suited to complex and high-risk products. This guidance is a clear indication that the FDA does not understand how consumers are making healthcare decisions and it will prohibit a lot of pharma companies from really leveraging social media to help patients find relevant information online.
According to the Pink Sheet: The long litany of a prescription drug’s risks in direct-to-consumer television ads could become a thing of the past. FDA plans to conduct a study to determine the impact of limiting risks presented in the ads to those that are serious and actionable while also stating that there are other risks not disclosed in the ad. After viewing the ad, participants will respond to questions about information in the ad to assess their understanding of product risks and benefits; the disclosure about additional risks; product quality; their intention to seek more information about the product; and their perceptions of trust/skepticism regarding product claims and the sponsor.
The Los Angeles Times says that the FDA is studying whether limiting TV drug ad disclosure only to serious side effects would improve consumer understanding. “Our hypothesis is that, relative to inclusion of the full major statement, providing limited risk information along with the disclosure about additional risks will promote improved consumer perception and understanding of serious and actionable drug risks,” the FDA said. Ha?