DTC advertising has added an entirely new dimension to the role of consumers in making decisions about prescription medications.
by Hugh G. Davis, Senior Instructor , Kriger Biopharmaceutical Career Training Program www.kriger.com , info@kriger.com
This article has been published by the International Biopharmaceutical Association www.ibpassociation.org
The project is sponsored by KRC CRO and training services ( www.kriger.com ) and ClinQua CRO (www.clinqua.com )
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Consumers are now on the cutting edge, with respect to decisions making, and most are very concerned about the risks vs. benefits of a medication because they are the ones who are going to have to live with any consequences of the drug therapy. In this session you will study the importance of the patient (consumer) in the pharmaceutical marketing relationship.
It has been generally noted that when a person's health is at stake, they will do all they can to protect it. Each consumer will decide if the benefits of a medication are greater than the risks they are personally willing to take. But in order to make an informed decision, patients need to be able to understand both the benefits and the risks. The information given to them in the Patient Package Insert (PPI), patient compliance materials, and DTC ad (both the front and the back of the ad) and collateral materials must make sense to them. On the other hand, if the symptoms are presented in a way that patients can't recognize from their own experience, the warnings will be meaningless.
In this example taken from an actual DTC ad, you should put yourself in the place of the consumer. Would you be able to recognize the early warning signs of any of these "possible side effects" so you could take appropriate action that would allow you to continue taking the drug?
Example:
What are the possible side effects of [Product X]?
Eye: Cataracts, conjunctivitis/conjunctival infection, dry eyes, ocular itchings, severe vision loss, subconjunctival, sub retinal or vitreous hemorrhage.
Heart: atrial fibrillation, peripheral vascular disorder, hypertension, varicose veins.
Metabolic/nutritional: Albuminuria, creatinine increased. Urogenital: Prostatic disorder.
It’s quite easy to see that the average consumer won't understand these terms. Of concern is that this listing of medical terms will work against the effectiveness of the DTC ad or PPI as well as lead to decreased patient retention.
Symptoms of adverse events must be presented in terms that patients can recognize and understand. If patients must be informed that a product could cause liver dysfunction such as hepatitis, it is best togo the extra step and tell the patient the warning signs of hepatitis in practical language. For example, "Call your doctor if you become unusually tired; lose your appetite; or develop nausea and/or vomiting, a yellow color to your skin or eyes, or dark-colored urine or pale stools."
Developing messages for consumers and patients on medications requires a very specialized blending of medical information, regulatory requirements, marketing techniques, health literacy principles, patient compliance strategies, and behavior modification techniques... then translating everything into language the average consumer can understand ... and reinforcing it with an effective "patient-friendly" design.
Even though a DTC campaign or a patient information program has met all the requirements of the company's clinical, marketing, legal and regulatory teams as well as the FDA or Health Canada regulations, it can NEVER be maximally effective if the consumer does not understand the information.
This article has been published by the International Biopharmaceutical Association www.ibpassociation.org
The project is sponsored by KRC CRO and training services ( www.kriger.com ) and ClinQua CRO (www.clinqua.com )
Outsource Your Corporate Training
Get your Professional Training Now
www.krctraining.com
You Are Welcome to Submit Your Article
Consumers are now on the cutting edge, with respect to decisions making, and most are very concerned about the risks vs. benefits of a medication because they are the ones who are going to have to live with any consequences of the drug therapy. In this session you will study the importance of the patient (consumer) in the pharmaceutical marketing relationship.
It has been generally noted that when a person's health is at stake, they will do all they can to protect it. Each consumer will decide if the benefits of a medication are greater than the risks they are personally willing to take. But in order to make an informed decision, patients need to be able to understand both the benefits and the risks. The information given to them in the Patient Package Insert (PPI), patient compliance materials, and DTC ad (both the front and the back of the ad) and collateral materials must make sense to them. On the other hand, if the symptoms are presented in a way that patients can't recognize from their own experience, the warnings will be meaningless.
In this example taken from an actual DTC ad, you should put yourself in the place of the consumer. Would you be able to recognize the early warning signs of any of these "possible side effects" so you could take appropriate action that would allow you to continue taking the drug?
Example:
What are the possible side effects of [Product X]?
Eye: Cataracts, conjunctivitis/conjunctival infection, dry eyes, ocular itchings, severe vision loss, subconjunctival, sub retinal or vitreous hemorrhage.
Heart: atrial fibrillation, peripheral vascular disorder, hypertension, varicose veins.
Metabolic/nutritional: Albuminuria, creatinine increased. Urogenital: Prostatic disorder.
It’s quite easy to see that the average consumer won't understand these terms. Of concern is that this listing of medical terms will work against the effectiveness of the DTC ad or PPI as well as lead to decreased patient retention.
Symptoms of adverse events must be presented in terms that patients can recognize and understand. If patients must be informed that a product could cause liver dysfunction such as hepatitis, it is best togo the extra step and tell the patient the warning signs of hepatitis in practical language. For example, "Call your doctor if you become unusually tired; lose your appetite; or develop nausea and/or vomiting, a yellow color to your skin or eyes, or dark-colored urine or pale stools."
Developing messages for consumers and patients on medications requires a very specialized blending of medical information, regulatory requirements, marketing techniques, health literacy principles, patient compliance strategies, and behavior modification techniques... then translating everything into language the average consumer can understand ... and reinforcing it with an effective "patient-friendly" design.
Even though a DTC campaign or a patient information program has met all the requirements of the company's clinical, marketing, legal and regulatory teams as well as the FDA or Health Canada regulations, it can NEVER be maximally effective if the consumer does not understand the information.
posted by Clinical Research Career at 8:43 AM
