Direct To Consumer (DTC)

FDA study casts doubt on danger of "distracting visuals"

Matthew Arnold January 31, 2012

An FDA study looking at the power of background visuals to distract viewers from the often-ominous risk info read in the "major statement" section of TV drug ads found no evidence that consumer understanding of risk info is affected by the "emotional (affective) tone of images.

Genentech education campaign urges flu sufferers to mind their manners

Matthew Arnold January 18, 2012

Genentech is sponsoring a flu education campaign featuring hereditary etiquette expert Anna Post offering advice to the flu-stricken on keeping the bug to themselves.

Victoza effort featuring Southern cuisine queen Deen draws flak

Matthew Arnold January 17, 2012

Novo Nordisk is courting controversy with a Victoza-branded type 2 diabetes education campaign featuring Southern-fried celebrity chef Paula Deen and her sons.

Healthline lands Drugs.com ad sales deal

Matthew Arnold January 05, 2012

Healthline Networks has secured a deal with Drugs.com giving it exclusive rights to sell consumer ads on the site, which boasts 8.8 million unique visitors per month.

Pharmas' multicultural consumer efforts online fall flat

Matthew Arnold December 14, 2011

Out of 240 branded pharma websites, only about a fifth have any sort of African American imagery on their pages, and bilingual sections of pharma sites are often missing important elements like the "Questions to ask your doctor" section, symptom trackers and other tools, a study of the drug industry's online multicultural outreach efforts found.

Pfizer effort urges lung cancer patients to get gene tests

Matthew Arnold November 22, 2011

Pfizer Oncology has recruited Desperate Housewives and West Wing star Kathryn Joosten to feature in a national education campaign titled Lung Cancer Profiles, which aims to reduce stigma and plug molecular testing of the disease as the company deepens its investment in genetically-targeted oncology therapies.

Study of diabetes social networks finds an advertising Wild West

Matthew Arnold October 13, 2011

More than a quarter of posts on Facebook sites for people with diabetes are promotional in nature, many touting products unapproved by the FDA, according to an analysis of diabetes-focused social networks.

Advertising as dating game: It's the brand.com where things get serious

Matthew Arnold October 05, 2011

A survey by Yahoo! and advertising giant BBDO says advertisers need to raise their game in "owned media" like brand.com sites to woo consumers.

Merck web widget points to future adherence fix

Matthew Arnold October 04, 2011

Asking consumers to gauge their risk for non-adherence, Merck is deploying a one-minute survey dubbed the Adherence Estimator that may be the way forward for keeping patients on-treatment.

Desperate Housewives' Delany to flack Pfizer's Caltrate

Matthew Arnold August 03, 2011

Desperate Housewives star Dana Delany will serve as the face of Pfizer's "Women Move the World" campaign for OTC supplement Caltrate. In a twist on the user-generated content formula, she'll invite women to submit their girl power-themed stories to the brand's Facebook page for consideration as advertising fodder

Network TV show in the works for Everyday Health

Matthew Arnold July 11, 2011

Everyday Health is planting its flag in network television with an ABC show that is being produced by "The Biggest Loser" creator Mark Koops.

Lilly refreshes patient ed portal, launching YouTube channel

Matthew Arnold June 15, 2011

Eli Lilly & Co. refreshed its Lilly for Better Health program with a multichannel platform and a YouTube channel.

Pfizer texting campaign plugs vaccinations

Matthew Arnold April 27, 2011

Pfizer is piloting a mobile education campaign promoting awareness of the value of childhood vaccinations through texting.

AstraZeneca adds live chat option to Nexium, Crestor sites

Matthew Arnold April 27, 2011

Visitors to Crestor.com and PurplePill.com can now hit a "click to chat" button to chat with a live AstraZeneca customer service rep.

Dr. Quinn to front Boehringer European AFib awareness effort

Matthew Arnold March 23, 2011

Boehringer-Ingelheim has recruited actress Jane Seymour to serve as the face of a continental European atrial fibrillation and stroke awareness campaign.

Much ado about mommy bloggers, mobile apps and paid posts

Matthew Arnold March 02, 2011

An Abbott iPhone app is drawing attention to the practice of compensating bloggers for app reviews, as some call into question the ethics of pay-for-play online PR.

Sanofi-Aventis builds out diabetes social media presence

Matthew Arnold February 16, 2011

Sanofi-Aventis US is expanding its social media footprint with a new "Discuss Diabetes" blog and a "WhyInsulin" YouTube channel.

To dial down DTC, let companies collaborate on ads, says ex-Merck exec

Matthew Arnold February 10, 2011

A former Merck exec says it's time to wind down the DTC arms race by letting companies with brands in competitive categories collaborate on disease awareness advertising.

With job stress high and money tight, women refocus on health, says survey

Matthew Arnold February 01, 2011

The percentage of women surveyed that said they're buying prescription medications was way up in 2010 - to 64% from 48% in 2009 - a jump the survey's sponsors, Saatchi & Saatchi Wellness and Time Inc.'s Health, said points to a recessionary refocusing on personal health with great potential for healthcare marketers.

Boehringer Ingelheim contest seeks COPD songs

Matthew Arnold January 31, 2011

Boehringer Ingelheim is partnering with the Country Music Association for a Tune Up For COPD Songwriting Competition featuring country music stars Billy Ray Cyrus and Patty Loveless.

Boniva print ad hyped efficacy, says DDMAC

Matthew Arnold January 26, 2011

A print ad for Genentech's Boniva overstated the osteoporosis drug's efficacy, said the FDA's Division of Drug Marketing, Advertising and Communication in an untitled letter.

Red Cross targets youth with social media effort

Matthew Arnold December 22, 2010

A holiday digital campaign dubbed "Why the heck should I give to the Red Cross?" is playing off of an Internet meme to raise awareness of the charity among younger people.

GSK shortlists 20 in US Rx advertising review

Matthew Arnold December 16, 2010

A sprawling review of GlaxoSmithKline's advertising business on US pharmaceutical brands is down to a shortlist of 20 agency networks.

Lysteda TV ads make some networks squeamish

Matthew Arnold October 20, 2010

Ferring Pharmaceuticals is launching its first branded TV ad with spots for its Lysteda treatment for heavy menstrual bleeding. The company had to soothe some network execs who at first balked at the ad's blunt talk of the condition.

Pfizer piles on Tylenol with Advil ads, website

Matthew Arnold October 06, 2010

Pfizer took aim at J&J's Tylenol franchise with a campaign offering free Advil and urging consumers to clean out their medicine cabinets and trash recalled drugs.

Consumers anxious about drug costs, industry influence

Matthew Arnold August 25, 2010

A fifth of consumers have asked their doctor to prescribe a drug they learned about through advertising, and fully two-thirds have received free samples of prescription drugs from their doctor - but they worry about the industry's influence on physicians, according to a Consumer Reports survey.

Ads about family health risk prompt lifestyle changes

Matthew Arnold August 24, 2010

Drug ads emphasizing familial health risks prompt at-risk patients to adjust their lifestyles, not just pop a pill, a study found.

FDA expands online consumer communications

Matthew Arnold July 27, 2010

The FDA has hired a broadband TV producer to head its online communications as the agency seeks to beef up its online content and launch a drug safety blog.

Consumer marketers feeling more confident, says survey

Matthew Arnold July 14, 2010

The economy might be retrenching and consumers souring, but consumer marketers are feeling more confident, according to a survey by Cegedim Dendrite which found that four in 10 expect DTC spend to increase in 2010.

FDA looks beyond balance in study of efficacy info

Matthew Arnold July 07, 2010

Having analyzed the presentation of risk information in DTC ads and product labeling, FDA is looking at how the potential benefits of prescription drugs are communicated.