National Overview on Purchaser Response to DTC Promoting of Professionally prescribed Pharmaceuticals: Remarks from DDMA

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who say they have seen advertisements for particular meds that you can just get with a solution ... 69% say they have no effect in trusting the drug is compelling ...

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Slide 1

National Survey on Consumer Reaction to DTC Advertising of Prescription Medicines: Comments from DDMAC Kathryn J. Aikin, Ph.D. Division of Drug Marketing, Advertising and Communications, FDA Prevention Magazine/Men's Health/Women's Health 9 th Annual Luncheon May 11, 2006

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Comments from DDMAC Slides #3 through #5, #7 through #8 and #10 taken from 9 th Annual Prevention/Men's Health/Women's Health Survey on Consumer Reaction to DTC Advertising of Prescription Medicines

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Asking the Doctor "FOR" Advertised Medicines (Base: Consumers who have gotten some information about publicized solutions) Source: Prevention/Men's Health/Women's Health DTC Studies

Slide 4

Talked with a Doctor about Specific Medicine Seen or Heard Advertised Source: Prevention/Men's Health/Women's Health DTC Studies

Slide 5

Awareness for Branded and Unbranded DTC Ads + 7 Points % who say they have seen promotions for particular pharmaceuticals that you can just get with a remedy % who say they have seen promotions that discussion about a therapeutic condition yet don't say a particular medication or treatment Source: Prevention/Men's Health/Women's Health DTC Studies

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PhRMA DTC Guidelines Follow the current controls More sickness mindfulness No communicate updates Voluntary accommodation asking for remarks from DDMAC Physician instruction pre-DTC

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Consumer View: Doctor Ads – Believability for Effectiveness & Safety 60% have seen the Doctor promotions 69% say they have no effect in trusting the prescription is viable 20% say they will probably accept % who say they are all the more/more averse to trust a prescription is powerful observing an advertisement with a specialist Source: Prevention/Men's Health/Women's Health DTC Studies

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Consumer View: Celebrities Ads – Believability for Effectiveness & Safety % who say they are all the more/less inclined to trust a drug is successful seeing an advertisement with a big name 62% have seen the Celebrity promotions 77% say they have no effect in trusting the prescription is compelling 6% say they will probably trust Source: Prevention/Men's Health/Women's Health DTC Studies

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It relies on upon the superstar… - 38% + 37%

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Percent of Consumers Who Read the Brief Summary "Completely" (Base: Consumers who knew about brief rundown in print commercial ) Source: Prevention/Men's Health/Women's Health DTC Studies

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The more things change… " It says 'crunchy frog' " " Well, the administrator thought it was an almond spin. Individuals won't anticipate that there will be a frog in there. Will undoubtedly believe it's some type of deride frog." " Mock frog? We utilize no simulated additives or added substances of any sort." " Nevertheless, I should caution you that in future you ought to erase the words 'crunchy frog' and supplant them with the legend 'crunchy, crude, unboned, genuine dead frog' on the off chance that you need to dodge indictment." " What about our business?" " I'm not intrigued by your deals. I need to secure the overall population." Copyright 1969 Python (Monty) pictures and BBC

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Where to Find Recent Guidances Consumer-Directed Broadcast Ads: http://www.fda.gov/cder/direction/1804fnl.htm "Help-Seeking" and Other Disease Awareness Communications: http://www.fda.gov/cder/direction/6019dft.pdf Brief Summary: Disclosing Risk Information in Consumer-Directed Print Ads: http://www.fda.gov/cder/direction/5669dft.pdf

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Other Online FDA Resources General FDA data: http://www.fda.gov DDMAC landing page: http://www.fda.gov/cder/ddmac.htm Untitled and Warning Letters: http://www.fda.gov/cder/caution/index.htm Contact data: kathryn.aikin@fda.hhs.gov

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