Media courtesy of MediaRadar / Vivvix

The :15 second reminder ad was used heavily in the early years of DTC media plans. The brand name was mentioned without the indication and therefore did not require fair balance. In 2005, most pharma companies agreed voluntarily to stop doing reminder ads because critics said they were confusing and a way around giving fair balance. They were not illegal and never were prohibited by legislation or FDA regulation. PhRMA had issued a statement of principles in 2005 saying that a drug maker should not mention a brand name without fair balance.

In 2018, PhRMA reissued the DTC ad guidelines and number 13 said that anytime a brand name is mentioned the ad “should clearly state the health conditions for which the medicine is approved and the major risks associated”. Reminder ads do not meet this voluntary guideline.

Once everyone knows what a brand does, why not just remind them to ask their doctor?

Farxiga, a diabetes drug, is now heavily using :15 second reminder ads. They are heavy spenders on their long version ads as well. Is the use of reminder ads ethical? Is it confusing to consumers? These are the tough questions and worth debating.

My take is reminder ads are fine if used for brands that have been doing DTC long enough to establish the brand indication and fair balance. These ads are most effective once the target audience has been educated for a few years. This type of ad extends brand awareness and are totally logical for a brand to add to the media plan.

I can see it used especially for drugs that have single indications. Once everyone knows what a brand does, why not just remind them to ask their doctor? Did Viagra need a detailed discussion of benefits and risks? Will Wegovy in a year or two?

There is nothing unethical about building consumer brand awareness through :15 second reminders. There are plenty of added resources for consumers to look up a brand name and find a wealth of additional information.

I think the PhRMA ad guidelines are generally well crafted, but it is up to the member companies to decide if all are appropriate. I would suggest a revised guideline that supports reminder ads after a certain period of time after brand launch. I am not sure if reminder ads will be widely reintroduced for established brands, but it is an option that should be considered.