Pharmaceutical marketing is a big business, and companies are willing to spend a lot of money to offer you an easy solution to a health problem you may or may not have. From 2012 to 2015, yearly spending on prescription drug advertising in all media outlets (except digital) rose from $3.2 billion to $5.2 billion, and that figure is expected to only go up. Pharmaceutical marketing is big business and it continues to grow at a rapid rate. In fact, the marketing spend in the pharmaceutical sector has increased by nearly 70% in the past 20 years and now totals nearly $30 billion dollars.
The question is whether the current approach to pharma marketing will continue to work in the evolving new world of patient advocacy, preventative care, and strong proof of outcomes demands? We believe the future of pharma marketing looks bright.
The United States and New Zealand are the only countries where drug makers are allowed to market prescription drugs directly to consumers. The U.S. consumer drug advertising boom on television began in 1997, when the FDA relaxed its guidelines relating to broadcast media.
Drug-specific ads fall into two main categories: product claim and reminder. A product claim ad names a drug, notes its generic name and the condition it treats, and talks about both benefits and risks in a balanced fashion. (It’s common for any potential side effects to be described rapidly at the end or written in small type that makes it hard to read and comprehend.)
A reminder ad gives the drug’s name, but not the drug’s use. The assumption is that the audience already knows what the drug is for. This kind of ad does not contain risk information because it does not discuss the condition the drug treats or how well it works.
The FDA does not approve prescription drug ads in advance, but its staff tries to monitor them to ensure claims are not false or misleading. Ads are submitted to the FDA only when they first appear in public, which means people may see inaccurate ads before the FDA has had time to review them and seek corrections.
A good or bad thing? According to www.health.harvard.edu
The most important issue that consumers need to realize with drug ads is that they are just that—advertisements. Their primary goal is not to help the consumer, but to sell the product. “The information is designed to tell you what it is for and why you need it—but not if you need it,” says Dr. Sarpatwari.
But drug advertising is not all about deception. It can offer helpful information if you know what to look for. “Advertisements can offer information on drugs that may help many older men, especially those who have conditions that may be tough to treat or manage, such as diabetes and hypertension,” says Dr. Sarpatwari. “Ads can help men learn what’s available and spur them to strike up a conversation with their doctor. Such engagement can definitely be a good thing.”
If you’re curious about a drug, make sure to ask your doctor the right questions during your next visit (see “Drug ad questions”). Even if the drug is something your doctor agrees you should try, always ask if there are alternatives or lower-cost generics available.
