tag:blogger.com,1999:blog-8550428.post5376650932756013318..comments2024-03-27T01:34:23.434-04:00Comments on Pharma Marketing Blog: Why Do DTC Ads - "Viva Viagra" included - Stink?Vladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-8550428.post-10314712776725370752007-07-30T14:54:00.000-04:002007-07-30T14:54:00.000-04:00Pfizer has pledged to run these ads ONLY on shows ...Pfizer has pledged to run these ads ONLY on shows that have a 90% or higher adult audience, regardless of the time of day or the fact that Nightly news shows many have millions of kids under the age of 18 watching!PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-45771285450777927452007-07-30T14:32:00.000-04:002007-07-30T14:32:00.000-04:00ON the VIva Viagra TV ad..this ad was on the 6PM N...ON the VIva Viagra TV ad..this ad was on the 6PM NBC news the other night (Friday I believe). I though these type of Rx were not to advertise until appropriate times such as after 9 or 10 PM? I was with my 4 year old daughter when I heard the words such as erection!!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-52105512286579737962007-07-26T07:07:00.000-04:002007-07-26T07:07:00.000-04:00Thanks! For the record here is the entire press re...Thanks! For the record here is the entire press release;<BR/><BR/>Pfizer Announces Improvements to Consumer Advertising for Prescription Medicines<BR/><BR/> ---<BR/><BR/>Fundamental Changes Will Make Pfizer Ads More Effective at Communicating Risk<BR/> and Benefit Information and Reinforcing the Doctor/Patient Relationship<BR/><BR/> ---<BR/><BR/> New Non-Product Ad Campaigns to Address Important Public Health Issues and<BR/> Promote Patient Assistance Programs<BR/><BR/> NEW YORK, Aug. 11 /PRNewswire/ -- Pfizer Inc today announced changes to<BR/>our direct-to-consumer (DTC) advertising of prescription medicines to better<BR/>meet patients' and physicians' needs for health information. The full set of<BR/>changes will be in place in all Pfizer advertising directed to consumers<BR/>before the end of 2005, with many of them taking effect immediately.<BR/> Pfizer's ads will be consistent with the recently announced pharmaceutical<BR/>industry's "Guiding Principles" on DTC advertising, which were adopted by the<BR/>Pharmaceutical Researchers and Manufacturers Association (PhRMA) on August 2.<BR/>The Pfizer changes are designed to help patients achieve better health by<BR/>encouraging valuable patient/physician dialogue, improving consumer<BR/>understanding of the risks and benefits of prescription medicines, and<BR/>motivating people to overcome barriers to healthy behavior.<BR/> "DTC advertising is demonstrably helpful to patients, but it should be<BR/>refined to be even more helpful," said Pfizer Vice Chairman and President of<BR/>Pfizer Human Health Karen Katen. "DTC ads have encouraged millions of patients<BR/>to get earlier medical attention and to talk with their healthcare providers.<BR/>The problem it addresses is real: too many Americans who need medical help<BR/>postpone action, suffer unnecessarily, delay treatment until their health<BR/>deteriorates, and end up suffering higher medical costs and more-acute<BR/>interventions than necessary. Today, we're announcing changes to our DTC<BR/>advertising to strengthen its educational benefits -- and to motivate patients<BR/>to take earlier action and work with their healthcare providers to take<BR/>more-informed control over their health."<BR/> Studies show that consumers want and need health information to better<BR/>engage in today's health care environment. But significant barriers still<BR/>prevent tens of millions of Americans from taking action around their health,<BR/>especially for serious medical conditions such as high cholesterol, high blood<BR/>pressure, depression, asthma and diabetes. These barriers include lack of<BR/>awareness, denial, misinformation, low health literacy (inability to<BR/>understand medical information), perceived stigma and lack of insurance<BR/>coverage for prescription medicines. A strong record of research shows that<BR/>DTC advertising can be an effective vehicle for getting important health<BR/>information to consumers and motivating them to consult their doctors.<BR/> In fact, over 65 million patients have talked with their physicians after<BR/>seeing a DTC advertisement and 29 million of these patients mentioned a<BR/>condition for the first time, according to a 2004 Prevention magazine study.<BR/>Moreover, DTC advertising has helped one in four patients who asked about a<BR/>DTC advertised product during a doctor visit get a diagnosis for a previously<BR/>unknown medical condition; approximately 43% of these new diagnoses were for<BR/>high priority conditions such as asthma, high blood pressure or diabetes<BR/>(Harvard University and Harris Interactive).<BR/><BR/> Advertising Changes<BR/> Since Pfizer started advertising to consumers on television in 1998, the<BR/>company has regularly consulted with physicians and patients to better<BR/>understand what is working and how DTC advertising can have a greater impact<BR/>on healthy behavior. Based on this input, Pfizer makes its patient health<BR/>information more understandable and easier to read in accordance with its<BR/>Clear Health Communication Principles.<BR/> Now, Pfizer is announcing changes to its advertising in three major areas,<BR/>as well as announcing additional actions, all of which are consistent with the<BR/>industry's "Guiding Principles" recently adopted by PhRMA.<BR/> "Our advertising is meant to do two things. We want people to be aware of<BR/>serious medical conditions and our medicines that treat those conditions, and<BR/>we want to motivate them to talk to their doctors," said Pfizer U.S.<BR/>Pharmaceuticals President Pat Kelly. "We believe it's our responsibility to<BR/>communicate this information effectively so patients can work with their<BR/>healthcare providers to make informed decisions about their health and get<BR/>appropriately diagnosed and treated."<BR/><BR/> Below are the improvements Pfizer is making to its consumer<BR/>advertisements.<BR/><BR/> 1) To help encourage valuable patient/physician dialogue that can lead to<BR/>early diagnosis and appropriate treatment, Pfizer will:<BR/><BR/> * Educate physicians about new prescription medicines prior to beginning<BR/> product TV and print advertising so that doctors can be well-informed<BR/> about a new medicine before patients start conversations about it. The<BR/> length of time used for physician education will be no less than six<BR/> months and will vary depending on the relative importance of informing<BR/> patients of the availability of a new medicine, the complexity of the<BR/> risk-benefit profile of that new medicine and health care providers'<BR/> knowledge of the condition being treated.<BR/><BR/> * Include language in its product TV and print ads and on product Web<BR/> sites informing patients that their doctors may recommend alternative<BR/> treatments, such as diet and exercise, when appropriate.<BR/><BR/> 2) To help consumers better understand the risks and benefits of<BR/>prescription medicines, Pfizer:<BR/><BR/> * Will fundamentally change our approach to communicating risk and<BR/> benefit information to improve educational value while continuing to<BR/> motivate people to overcome barriers to healthy behavior.<BR/><BR/> -- Pfizer has submitted to the FDA for review a new consumer-friendly<BR/> and consumer-tested print brief summary, the part of the print ad<BR/> that extensively lists the risks of a medicine. Should the FDA<BR/> approve this new version, Pfizer will use this new format in all its<BR/> print advertising and on all of its product Web sites.<BR/><BR/> -- Pfizer will fund research to find ways to further improve risk<BR/> communication in DTC TV advertising. We will conduct this research<BR/> with input from the FDA and third parties and will adjust Pfizer's<BR/> communications based on the results.<BR/><BR/> * Will provide use, risk and benefit information in all product TV and<BR/> print prescription medicine advertisements. This means Pfizer will no<BR/> longer create "Go ask your doctor about a medicine" TV and print<BR/> advertisements that do not include the benefits and risks associated<BR/> with the advertised medicine. In cases where a product is mentioned as<BR/> part of a sponsorship package, such as "This event is brought to you<BR/> by Brand X," risk and benefit information will not be included because<BR/> these communications are about support for the sponsored entity, not<BR/> the Pfizer product.<BR/><BR/> 3) To motivate people to overcome potential barriers to better health,<BR/>starting immediately, Pfizer will:<BR/><BR/> * Include information about the industry's "Partnership for Prescription<BR/> Assistance (PPA)" in a new dedicated "Pfizer Helpful Answers" TV and<BR/> print ad campaign. PPA offers a single point of access to more than<BR/> 275 public and private patient assistance programs, including more<BR/> than 150 programs offered by pharmaceutical companies.<BR/><BR/> * Air a dedicated, nationwide TV and print advertising campaign<BR/> promoting "Pfizer Helpful Answers" to raise awareness among Americans<BR/> without prescription coverage about Pfizer's patient assistance<BR/> programs that provide savings on Pfizer medicines or Pfizer medicines<BR/> for free, depending on income.<BR/><BR/> * Include "Pfizer Helpful Answers" contact information in all Pfizer<BR/> product print ads and Web sites.<BR/><BR/> * Educate doctors, other healthcare providers and their office staff on<BR/> Pfizer patient assistance programs.<BR/><BR/> In 2006, Pfizer will invest a meaningful amount -- on par with what it<BR/>spends on a branded advertisement campaign -- to:<BR/><BR/> * Create more disease awareness with advertisements that do not mention<BR/> a product, such as the recent "Why Live With Depression" campaign that<BR/> featured actress Lorraine Bracco.<BR/><BR/> * Address other important public health issues such as health literacy,<BR/> compliance or improving the patient/physician relationship through<BR/> additional non-product advertising.<BR/><BR/> * Continue our dedicated advertising campaign and efforts to promote<BR/> "Pfizer Helpful Answers."<BR/><BR/> In addition to the three areas of change, Pfizer also commits to:<BR/><BR/> * Submit to the FDA for review all new DTC TV ad campaigns, and those<BR/> that have major changes, for comment in advance of airing.<BR/><BR/> * Review the placement of our current advertising to ensure that it will<BR/> be targeted to avoid audiences that are not age appropriate. For<BR/> erectile dysfunction ads, this means that all TV ads will be aired<BR/> during programs that have more than 90 percent adult viewer-ship.<BR/><BR/> * Clearly indicate in all product TV and print ads that the medicine is<BR/> a prescription medicine.<BR/><BR/> Pfizer Inc<BR/> Pfizer Inc is committed to helping people improve their health by<BR/>discovering and developing medicines, as well as informing consumers and<BR/>health care providers about our medicines and the medical conditions they<BR/>treat. Through multiple initiatives, Pfizer aims to ensure access to<BR/>treatments and educate, empower and motivate consumers to take the necessary<BR/>steps to lead longer, healthier, happier lives. For more information about<BR/>Pfizer's patient assistance programs, visit<BR/>http://www.pfizerhelpfulanswers.com.<BR/> For information about PhRMA's "Guiding Principles" on direct-to-consumer<BR/>advertising, visit http://www.phrma.org.<BR/><BR/><BR/>SOURCE Pfizer IncPharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-42858286753542897472007-07-26T02:28:00.000-04:002007-07-26T02:28:00.000-04:00http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=...http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/08-11-2005/0004086664&EDATE=<BR/><BR/>Here is the press releaseAnonymousnoreply@blogger.com