To build trust and relevance, and achieve better outcomes, life science companies must embrace cocreation early, often, and intentionally. After being told she had metastatic breast cancer, Jackie* was devastated. Was this the end of the road then? What about her kids, her husband? There was little energy left in the tank but she saw […]
When Robert F. Kennedy Jr. was nominated, I wrote that FDA could slow direct-to-consumer (DTC) advertising simply by finding more ads violative. Reviews are subjective: an ad can be flagged for over-promising efficacy or for distracting visuals during fair-balance disclosures. It now appears OPDP reviewers have been told to be tougher—and the flood of letters […]
Yesterday, President Trump issued a Presidential Memorandum instructing HHS and the FDA to revisit the rules governing direct-to-consumer (DTC) advertising for prescription drugs. The policy signals a return to pre-1997 requirements—when television ads were effectively impossible because they required the full Package Insert (PI) disclosure on-screen. Bob Ehrlich, CEO of DTC Perspectives, weighs in on what this could mean for advertisers, consumers, and the pharmaceutical industry.
Patients and providers often engage with health content during overlapping time frames. When HCPs and consumers are aligned, behaviors change and brands grow. While many marketers see HCP and DTC alignment as ideal but difficult to execute, the landscape is shifting. With the trend toward health consumerization, today’s patients are more informed, empowered, and proactive. […]
