Consumer Marketing briefs
The UK's Prescription Medicines Code of Practice Authority (PMCPA) slapped Bayer HealthCare over two tweets posted about a melt-in-mouth version of Levitra, for ED, and MS drug Sativex. The Levitra tweet, without citing the product by name, “referred to its qualities, indication and launch,” said the PMCPA, in a way that could lead members of the public to ask their doctors about it.
At Matthew Herper's Forbes blog, former Merck exec Peter DeVilbiss commented: “If there was a regulatory mandate for all pharma companies to cease direct-to-consumer advertising for prescription drugs and vaccines, what would happen? It is not clear to me that this would be a death knell for the industry. I think it's reasonable to assume that revenues would fall, but the big question is whether costs would fall more? I'm not so sure that pharma wouldn't be better off in a few ways.”