Ads shifting to the point-of-care: Every ecommerce native company salivates at the thought of getting an ad as close to the checkout cart as possible.Like every part of healthcare, eVeRyThinG ChAngEd WiTH TeCh. These are ads that actually aren’t about a product at all, they’re just talking about symptoms of a condition generally and HAPPEN to have the logo of a drug company on it without talking about the drug itself, and will say things vaguely like “There is help, ask your doctor today.” These kinds of ads actually fall under the FTC instead of the FDA. So those are two types of pharma ads, but to make it even more confusing there’s a third called “help seeking” ads. These are different from the “product claim” advertisements I’ve been talking about where the drug actually says what it treats and how well it works. Really high-risk products will still have to include a “boxed warning” on these ads. It’s just reminding people who might already know about the product that it does in fact exist. It’s not actually making any claims about what the product does. This is an example of a “reminder” advertisement. Below is some data on advertising spend by disease area. You’ll especially see that for disease areas which are lifestyle hampering or easily self-diagnosed (sexual issues, skin and hair issues, pain, mental health, sleep issues, weight issues, stomach problems, and more). For example if you hear a commercial that says, “If you suffer from insomnia, hot sweats, or are having nightmares that you have no idea where your social security card is,” you might suddenly realize that you have those issues and there might be something to fix them. Increasing general awareness about a disease is going to make you more likely to see a doctor in the first place, which increases the chance of you getting the drug prescribed. Pharma advertising has largely two main goals.įirst is for undiagnosed patients. Why do pharma companies market to the consumers when the consumers need to go to the doctor, and the doctor’s going to decide anyway? Why do pharma companies market to consumers? But I actually want to get into how pharma marketing is evolving with technology, look at whether consumer advertising is definitively bad, and suggest that we should actually be focusing our scrutiny on physician marketing. I’m here to talk to you about the world of pharma marketing and how it works. The only other thing these two countries share are people buying a lot of property in New Zealand.īut why exactly do pharmaceutical companies advertise to us? Does it work or affect care? What’s the deal with the million side effects they list at the end? There are only two countries in the world that allow for direct-to-consumer pharmaceutical advertising: the US and New Zealand.
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