When Robert F. Kennedy Jr. was nominated, I wrote that FDA could slow direct-to-consumer (DTC) advertising simply by finding more ads violative. Reviews are subjective: an ad can be flagged for over-promising efficacy or for distracting visuals during fair-balance disclosures. It now appears OPDP reviewers have been told to be tougher—and the flood of letters […]
Yesterday, President Trump issued a Presidential Memorandum instructing HHS and the FDA to revisit the rules governing direct-to-consumer (DTC) advertising for prescription drugs. The policy signals a return to pre-1997 requirements—when television ads were effectively impossible because they required the full Package Insert (PI) disclosure on-screen. Bob Ehrlich, CEO of DTC Perspectives, weighs in on what this could mean for advertisers, consumers, and the pharmaceutical industry.
Patients and providers often engage with health content during overlapping time frames. When HCPs and consumers are aligned, behaviors change and brands grow. While many marketers see HCP and DTC alignment as ideal but difficult to execute, the landscape is shifting. With the trend toward health consumerization, today’s patients are more informed, empowered, and proactive. […]
I recently returned from the DTC National conference, and one theme was clear across nearly every session: hotel carpet has endless charm. But also … the traditional direct-to-consumer marketing playbook is overdue for a revamp. In an industry that still leans heavily on the familiar “ask your doctor” message, it’s becoming increasingly clear that our […]
