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What's Up with the Veramyst "Brief Summary" Print Ad?Posted: September 6, 2007You may have seen the new direct-to-consumer (DTC) ads for Veramyst on TV. I have. The one piece of information my wife and I took away from that ad was "may cause cataracts"! Maybe that's why GSK is running a very strange Veramyst print ad that is merely the "brief summary' -- which is neither brief, nor a summary -- aka, patient package insert (PPI). The image above shows the ad just as it appears in the September 10, 2007, issue of Time Magazine. It's prominently placed on a right-hand page within an editorial piece about John Edwards where you can't miss it! What's up with that? For more on this, read today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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Print DTC: How Does It Measure Up? A Quantitative Analysis of Risk vs. Benefit Information FDA suggests that drug advertisers focus their risk disclosures on the most important and the most common risks and to do so in language easily understood by the average consumer. This is often referred to as the "less is more" approach (see "FDA Draft Guidance for Print DTCA: Less than Feared"). The "less is more" argument shouts out for a quantitative analysis of risk vs. benefit information in print DTC ads. Such a quantitative analysis would be useful to establish at least a baseline for further discussion about whether or not the creative sections of print DTC ads for prescription drugs carry too much risk information. To perform the analysis, over 60 drug ads that appeared in several major consumer magazines were analyzed. In each, the space allocated to images, benefit statements, risk information, and the brief summary was measured. This article summarizes the findings. Topics covered include:
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