Television

FDA may ditch some TV ad requirements

A consumer survey will shape the regulator's position.

Astellas serves up dose of "reality" in DTC effort

Astellas serves up dose of "reality" in DTC effort

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The drug maker's broadcast-heavy "OAB reality" campaign stresses the emotional toll on women.

Genetic testing firm airs TV spot as part of $5M ad buy

Genetic testing firm airs TV spot as part of $5M ad buy

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23andMe aired its first TV ad Monday, in a bid to build the audience for DNA sequencing.

Docs haven't mellowed on DTC, snap poll suggests

Docs haven't mellowed on DTC, snap poll suggests

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The FDA wants to know how physician attitudes towards direct-to-consumer advertising have evolved since the agency last asked them, in 2002. If a snap poll by CMI/Compas is any indication, drug companies probably won't like the answers.

Razzed for lax DTC self-policing, PhRMA accentuates the positive

Razzed for lax DTC self-policing, PhRMA accentuates the positive

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PhRMA issued a terse response to a study claiming that ED drug advertisers more or less ignored the trade group's Guiding Principles for Direct to Consumer ads, a self-policing regime implemented in 2005 to fend off talk of a ban on drug ads.

Purdue takes to the airwaves with Intermezzo ads

Purdue takes to the airwaves with Intermezzo ads

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After several years of quiet among prescription sleep aids, Purdue Pharma has issued a wake up call to the category with an ad campaign featuring an adorably memorable anthropomorphic lightbulb.

Merck finds "dual modality" in DTC helps viewers grasp risks

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A Merck study bolsters FDA's case for requiring that TV ads for prescription drugs present risks in text as well as the voiceover.

Home HIV test maker preps TV ad fusillade, lures Pfizer marketer

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OraSure, the maker of the recently-approved home HIV test, has hired an experienced consumer marketer from Pfizer to head up the launch as it readies a TV ad campaign.

Pharma finds happy medium in 90-sec. TV spot

Pharma finds happy medium in 90-sec. TV spot

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The advent of new ad-unit lengths is bringing drugmakers much-needed relief from the high cost of advertising on television.

Study: OTC ads are so over risk info

Study: OTC ads are so over risk info

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A study of advertising for OTC switches found that presentation of risk information plummeted once the products advertised escaped the purview of the FDA.

OPDP wants corrective ads for violative EpiPen TV spot

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FDA's Office of Prescription Drug Promotion issued a warning letter to Mylan and Pfizer for an EpiPen TV ad that the agency said hyped the effectiveness of the drug.

Companies balk at "burdensome" DTC TV pre-review plans

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The FDA's draft guidance on a planned move to mandate pre-review of TV ads for most prescription drugs and biologics would be unduly burdensome, say manufacturers, and maybe unconstitutional, says PhRMA.

FDA's 45-day TV ad review "shot clock" in guidance

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TV ads for most prescription drugs must be submitted to FDA for pre-clearance 45 days before the manufacturer intends to air them, according to an FDA draft guidance in tomorrow's Federal Register.

Novo Nordisk launches "robust" Hispanic FlexPen play

Novo Nordisk launches "robust" Hispanic FlexPen play

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Novo Nordisk has launched a big integrated Spanish-language marketing campaign for its FlexPen insulin delivery device - one that Univision calls "the most robust ever" in Hispanic media for the diabetes sector.

Univision study finds demand for in-culture communications to Hispanics

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Healthcare marketers need to work on building trust among Hispanic audiences and improving adherence through targeted communications, according to a survey by Hispanic media giant Univision Communications.

P&G signals plans to cut ad costs by shifting to digital media

P&G signals plans to cut ad costs by shifting to digital media

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Procter & Gamble is looking to lower its promotion costs by leaning more on digital media, Chairman and CEO Bob McDonald told analysts in an earnings call.

FDA study casts doubt on danger of "distracting visuals"

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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.

Bon Jovi enlists in Advil's battle with Tylenol

Bon Jovi enlists in Advil's battle with Tylenol

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Jon Bon Jovi is the latest celebrity pitchman for Pfizer Consumer Healthcare's Advil.

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

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A feminine hygiene brand known for its boffo advertising is back with an anatomically-explicit ad campaign that's generating tons of publicity but also charges of racism.

Network TV show in the works for Everyday Health

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

Pradaxa DTC goes the white coat route

Pradaxa DTC goes the white coat route

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Boehringer Ingelheim is launching its Pradaxa DTC campaign with a first wave of white-coated doctors talking up the blood thinner for atrial fibrillation.

Roche maintained DTC spending on Boniva, while competitors cut back

Roche maintained DTC spending on Boniva, while competitors cut back

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Sally Field's winsome smile may have helped to curb declining sales of Roche's Boniva in 2010, but it didn't carry the drug past Warner Chilcott's Actonel, despite a substantially higher DTC spend.

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

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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.

GSK launches new Alli spots, hands five OTC brands to Meda

GSK launches new Alli spots, hands five OTC brands to Meda

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GlaxoSmithKline launched new commercials for Alli, in time for New Year's resolutions and holiday overeating remorse, and handed off five OTC products to Meda Pharmaceuticals.

Lysteda TV ads make some networks squeamish

Lysteda TV ads make some networks squeamish

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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.

Ads about family health risk prompt lifestyle changes

Ads about family health risk prompt lifestyle changes

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

Bayer unbranded effort aims to counter bad birth control info

Bayer unbranded effort aims to counter bad birth control info

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Bayer wants women to come to the company for information on contraception instead of relying on coworkers, bloggers or the tube for advice.

NASCAR driver Jeff Gordon to lead Sanofi whooping cough awareness campaign

NASCAR driver Jeff Gordon to lead Sanofi whooping cough awareness campaign

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In an effort to throttle up awareness of whooping cough, or pertussis, Sanofi Pasteur and the March of Dimes have enlisted NASCAR driver Jeff Gordon to lead their ongoing Sounds of Pertussis campaign. Jennifer Lopez was previously the celebrity face of the campaign.

Nicorette launch features Facebook contest with Dr. Drew

Nicorette launch features Facebook contest with Dr. Drew

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GlaxoSmithKline is launching a Nicorette lozenge with a new iteration of the "Quitting Sucks" ad campaign and a Facebook contest starring TV shrink Dr. Drew Pinsky.

GSK rolls out new DTC ads for Lovaza

GSK rolls out new DTC ads for Lovaza

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GlaxoSmithKline launched new TV spots last week for Lovaza, a prescription omega-3 fish oil capsule indicated for the lowering of very high triglyceride levels.

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