Four agree to moratorium

Share this article:
Four top pharmas told Reps. John Dingell and Bart Stupak that they would refrain from advertising new drugs to consumers for six months after they hit the market.

Merck, Pfizer, Johnson & Johnson and Schering-Plough declined Dingell and Stupak's request that they adopt a two-year moratorium on advertising new drugs to consumers, but said they'd hold back for six months.

In accordance with PhRMA's Guiding Principles on DTC, many companies are already maintaining informal six-month moratoria on advertising of new drugs. PhRMA's Guiding Principles states: “In order to foster responsible communication between patients and health care professionals, companies should spend an appropriate amount of time to educate health professionals about a new medicine or a new therapeutic indication before commencing the first DTC advertising campaign. In determining what constitutes an appropriate time, companies should take into account the relative importance of informing patients of the availability of a new medicine, the complexity of the risk-benefit profile of that new medicine and health care professionals' knowledge of the condition being treated.”

The four firms also agreed to curb the use of actors playing doctors in ads, per AMA guidelines, and to refrain from advertising off-label uses in ads.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.