Types of Pharmaceutical Advertising
There are two main types of pharmaceutical advertising with specific goals and strategies.
Direct-to-Consumer (DTC) Advertising
As its name implies, direct-to-consumer pharmaceutical ads target the final consumer. You and your family and friends are the final consumers in this case.
Among the other main features of DTC advertising are:
- Makes a direct appeal to the general public, not a specific population like doctors.
- Airs in traditional and digital media channels. Television, print ads, social media, and online platforms are examples.
- Promotes mostly over-the-counter medications, such as pain relievers and allergy medications.
You will encounter these ads on a daily basis, too, especially on your screens.
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Professional Advertising
This is a different ballgame from DTC ads, with its main features being:
- Targets healthcare and medical professionals who recommend and prescribe products to patients.
- Educates them about the benefits and side effects of products.
- Encourages them to recommend and prescribe these products to their patients.
- Uses methods not found in DTC advertising. Ads in industry publications and sponsorships of conventions are common. Sales representatives also visit doctors to give free product samples, among other promotions.
If you’re not a healthcare professional, you won’t have direct experience with it. But you will still experience it when your doctor recommends medical products.
How Pharmaceutical Advertising Affects Consumers
When you watch pharmaceutical advertising, your perceptions and decisions can change. This is whether you like it or not and whether you realize it or not. But when you’re more aware of its potential impact, you become less gullible about their claims.
Influence on Consumer Behavior
Advertisements encourage consumers to buy specific products by:
- Developing a sense of trust and familiarity with these products, such as through personal testimonies
- Highlighting their benefits while downplaying possible side effects (“If symptoms persist, consult your doctor”)
- Motivating them to request their doctors and nurses for these products (“Talk to your doctor about it”)
Watch a few ads and be more aware of these strategies.
Misleading Information and Over-Prescribing
While ads have their merits, these also pose significant risks for consumers.
- Misleading information
Ads can highlight the benefits but downplay or omit the side effects
- Over-prescribing of medications by doctors and other healthcare professionals
Consumers can pressure healthcare providers for prescriptions that can result in adverse effects. This is true even with dietary supplements.
Legal Regulations of Pharmaceutical Advertising
For this reason, there are strict rules and regulations about pharmaceutical advertising.
FDA’s Role in Regulating Pharmaceutical Ads
The FDA regulations on drug ads ensure that these are truthful and accurate. These ads must also provide balanced information, particularly in these aspects.
- Balanced presentation, or fair representation, of risks and benefits
- Risk disclosure (e.g., relevant information about its side effects and drug reactions)
- Efficacy claims (i.e., claims of effectiveness have significant clinical evidence for support)
Both over-the-counter and prescription drug advertising must follow these regulations.
Common Violations and Penalties
Despite these strict rules and regulations, pharmaceutical companies have committed violations.
- Misleading claims about a drug’s safety and efficacy.
- Omitting the risks associated with their use.
Examples include the ads for Cymbalta (Eli Lilly), Kaletra (Abbott Laboratories), and Treximet (GlaxoSmithKline). The FDA can issue warning letters and impose penalties for ad violations.
Pros of Pharmaceutical Advertising
But this isn’t to say that pharmaceutical advertising effects are all bad, either. There are notable benefits that make pharmaceutical advertising important in society.
Increased Awareness of Health Conditions
In the case of professional drug advertising, healthcare professionals become more aware of the benefits and risks of drugs. Doctors and nurses keep abreast of new drugs and new developments in existing drugs. In doing so, their patients enjoy the benefits of improved treatment plans.
Empowering Patients
In the case of DTC ads, these empower patients by:
- Providing them with reliable information about medical products, including drugs
- Encouraging them to seek more information about their current treatments involving medical products
- Seeking personalized healthcare services from their doctors and other professionals
- Engaging in more meaningful conversations with healthcare professionals (e.g., doctors and pharmacists)
- Motivating them to be active participants in their health
Indeed, when ads are fair, balanced, and truthful, everybody benefits.
Cons of Pharmaceutical Advertising
On the flip side, pharmaceutical advertising has its downsides.
Impact on Drug Costs
When you buy products, you’re paying for more than their direct production costs. You’re also paying for their indirect costs, including marketing and advertising costs. This is also true for pharmaceutical products, including OTC and prescription drugs.
With billions of dollars in marketing and advertising budgets, consumers bear the burden. The inflated drug prices mean patients who need them can have less access. Insulin and EpiPens are notable examples of widely used drugs with inflated prices.
Misinformation and Health Risks
Many of the legal issues in pharmaceutical advertising are from misinformation and misrepresentation. Instead of balanced information, drug ads focus on the benefits and omit the side effects.
If you’re not cautious, you can develop unrealistic expectations about an advertised drug. Worse, you can pressure your doctor into prescribing drugs you don’t even need. In either case, your health can be compromised.
The Ethics of Pharmaceutical Advertising
The ethics in pharmaceutical advertising are thorny and tricky to navigate. But, as a consumer, you must be aware of these ethical issues. While it won’t be evident immediately, these ethical issues influence your daily life.
Balancing Profit and Public Health
Many pharmaceutical companies have been accused of prioritizing profits over patients and public health. The COVID-19 pandemic highlighted companies that benefited from vaccine monopolies, too. Moderna, BioNTech, and Pfizer are notable examples.
This has raised ethical concerns for the pharmaceutical industry. There’s also the concern about aggressive marketing tactics that contribute to misinformation among consumers. The abuse of fentanyl resulting in a public health crisis is an example.
Should Pharmaceutical Advertising Be Restricted?
Due to the significant impact of pharmaceutical ads on consumers, there have been calls for stricter regulations. But, some proponents argue about their beneficial effects on empowering consumers.
Both sides have their merits. But, in the end, patient and public health must be paramount.
The Future of Pharmaceutical Advertising
While the future is uncertain, there are trends that we can see in the future of pharmaceutical advertising. Trends in Digital and Social Media Advertising
- More personalized ads, thanks to the use of HCP engagement software
- Better interactive content and experiences through social media and online platforms. Examples include tailored resources, interactive quizzes, and feedback surveys
- Increased use of eDetailing instead of traditional static presentations
- More data-driven strategies in advertising campaigns
- Increased use of omnichannels
These have their risks, too, including misinformation.
Potential Changes in Regulation
While reforms can take a long time, change is coming, nonetheless. Possible changes in regulations include:
- Improved disclosure requirements, particularly in online ads
- Increased oversight measures and FDA power over ads
- Limited targeting strategies, especially for vulnerable populations like the elderly
Conclusion
Pharmaceutical advertising has its pros and cons, particularly related to consumer behavior. As a consumer, you must be aware of its practices, both good and bad.
You must avoid accepting ads as accurate and truthful just because they look and sound good. Instead, be critical of their information and check it. Be sure to discuss them with your doctor, too, if necessary.
