Imprecise DTC Benefit Messages Posted: October 4, 2006 Bob Ehrlich, who writes a weekly DTC Perspectives e-mail newsletter, recently wrote: "When drug ads warn about risks and side effects they use words that are open to interpretation such as rare, possible, may, higher chance, etc. ..." While reading this, I did a little mental exercise in which I substituted "benefit" for "risk" and came to similar conclusions regarding vague benefit statements in DTC ads: consumers may magnify minor benefits and this may cause them to ask for drugs that they don't need. Benefit statements may also be "imprecise" and thus dangerous. The most infamous example I can think of regarding dangerous, imprecise benefit statements in DTC ads is the current Rozerem ad campaign. For more on this, and some insight on how Abe got paired up with a beaver, see today's post to Pharma Marketing Blog. For more posts in related topic areas, see: Drug Safety Sleep Aid Drugs DTC Advertising If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe. Enter your Email Address | Return to Pharma Marketing Blog Topics |

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