Rozerem Reverts to Reminder TV Ads

More than one and a half years since the Pharmaceutical Research and Manufacturers of America (PhRMA) released its Guiding Principles for Direct-to-Consumer Advertising, I still cannot name all the 23 pharmaceutical companies that have signed on to abide by the principles.

For example, did Takeda Pharmaceuticals -- the company that brought us Rozerem -- sign on to the principles or not? Because if they did, they violated that commitment last night during the show 60 Minutes when they ran a Rozerem "reminder ad" (violation of principle #10: Information about the Medicine’s Approved Purpose and Major Risks).

I have some advice to Takeda about which of PhRMA's Guiding DTC advertising principles they should and should not obey.

For more on this, read today's post to Pharma Marketing Blog.

For more posts in related topic areas, see:

• Drug Companies
• DTC Advertising
• Legal/Regulatory
• PhRMA
• Sleep Aid Drugs

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The collection of articles and commentary in this first Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.

TABLE OF CONTENTS

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