PhRMA floating DTC guidelines draft

Share this article:

A draft of proposed voluntary guidelines for DTC advertising is circulating among Pharmaceutical Research and Manufacturers of America (PhRMA) members. A vote on the principles containted in the draft is expected sometime this summer, said PhRMA communications head Ken Johnson.
"The goal is to make DTC more educational and informational and less promotional," said Johnson.
The draft, written by PhRMA staff, is the latest effort by the group to draw up voluntary guidelines for DTC, a cause championed by former PhRMA chairman and Abbott chief Miles White. Past efforts have foundered amid member disagreement, but the initiative has taken on new urgency since the withdrawal of Vioxx, with DTC under withering scrutiny in Washington.
Current PhRMA chairman Bill Weldon, of Johnson & Johnson, vowed to press the effort in remarks at the group's annual meeting last March. "Several of the companies in this room have adopted guiding principles for direct to consumer advertising and are using them to help educate consumers," Weldon told PhRMA delegates, adding that the best approaches "underscore the right way to use medicines ... better balance information about risks and benefits ... and help consumers understand that all medicines have side effects that are best discussed with one's doctor."

Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Channel

The Women's Health landscape is ripe with opportunity for pharma marketers. This seven-page eBook offers product managers a guide to capitalizing on the trends, growth areas and unmet needs. Includes alternative channels to engage OB/GYNs and oncologists, and plenty of tips. Click here to access it.