The FDA is interested in researching how drug ads are perceived when viewed alone versus with a spouse. They feel that when viewed with a spouse, drug benefit and risk may be interpreted differently. I think the study could yield interesting information. Does viewing with another person cause different benefit/risk takeaways? The FDA has a […]
Author Archive | Bob Ehrlich
DTC in Perspective: The Pace of Media Change
I asked noted advertising critic Bob Garfield to speak at the DTC National last week. As usual Bob basically said media as we know it is dead and we are all missing the radical shift from mass to targeted advertising. In the Q&A, I told Bob that for our Industry the reality is that DTC […]
DTC in Perspective: Patients are Becoming The Payer
We have an impending health care cost crisis facing many Americans. Anyone with employer subsidized insurance has seen their share of the cost rise over the years. My personal premiums as a Pfizer retiree have risen every year and now approach $5000 a year plus my deductible. So before I see much reimbursement I pay […]
DTC in Perspective: Advertising New Indications
DTC in Perspective: FDA Doing Study About Risk Communication
FDA is proposing a study which I call “less is more.” The study is long overdue. They are concerned that too many risks are being presented in television ads and perhaps this confuses consumers. The basic lesson of advertising is to focus on the main point or compelling benefit if you want people to remember […]