Cohen assignment 4 medical branding final
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Transcript of Cohen assignment 4 medical branding final
![Page 1: Cohen assignment 4 medical branding final](https://reader034.fdocuments.us/reader034/viewer/2022051721/54516368af79591b038b6ce8/html5/thumbnails/1.jpg)
ByJeremy Cohen
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FDA
• First Introduced in 1906
• Division of Drug
Marketing, Advertising, and
Communications (DDMAC)
• Center for Devices and Radiological
Health (CDRH)
• Impose Regulations on Ads
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DTC ADS pre 1997
• Limited Use by Pharmaceutical Companies
• Applied to Any form of Broad Cast Media
• Ads required 2 Distinct Parts
–“Brief Summary”
–“Fair Balance Doctrine”
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DTC ADS Post 1999
• Required “Adequate Provision Statement” rather than “Brief Statement”
• FDA issues Final Guidance for Industry, Consumer-Directed Broadcast Advertisements in August 1999
– Disclosure with 1-800 number
– Reference to Another form of Media
– Disclosure of A Web Address
– Disclosure of Where to find Additional Information
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Multimedia Marketing Creates PMDD???
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DTC ADS With A Twist
• New advertising scheme utilizes 2
different ads
• Ads under 30 seconds each separated by
commercial
• Stand alone Ads
• First Ad is “Help seeking”
• Second Ad is “Reminder”
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Help Seeking Ad
1. Person not Product
2. Identifies Symptoms
3. Seek Help
4. Company Name
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Reminder Ad
1. No Condition
2. Drug Name
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2007 Time to Change Again..
• FDA issues the FDAAA or FDA
Amendments Act of 2007
• Major Statement includes
–Simplified language
–Audio easy to understand
–Text utilized clear easy to read
–No distractions
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2009 the FDC
Act, FDAAA, FTC, DOT, SEC
• New rule proposed Amendments to DTC regulations
• Side effects and contraindications must be
–Clear
–Conspicuous
–Neutral
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Misleading Bond…..
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DTC Ads and VNR’s
• Social Media Networks
–My Space
–YouTube
–Blog Spot
• VNR Video News Release
• Control???
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Social Media Ads….The Future ??
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What's Missing??
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When you need a little help getting to sleep…..
When what you ate for dinner didn't agree…
When your chest and throat feel like they are on fire….
When you need a little lift….
Pharmaceutical Branding
How many of these can you name?
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Lunesta PeptoBismul
Nexium Viagra
Pharmaceutical Branding
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•What Next??