Brand communication is about conveying why a particular brand is a smarter option than the competitors in the marketplace. The Pharma industry is no oblivious to the same. Across the globe, due to the highly fragmented market space, communication becomes the whole and sole prospect to architecture any brand identity.
When we talk about advertisements for Over-the-counter (OTC) products, a detailed set of guidelines have been established. This ensures that the consumer is well informed before trying to self-medicate. Prescription-only products more often than not, do not see the light of the day for Direct-to-consumer (DTC) communication due to improper language persuading the consumer to choose one drug/molecule over the other. The Office of Prescription Drug Promotion (OPDP) monitors whether the prescription drug promotion is truthful, balanced, and accurately communicated to the prescribers, health care professionals, and general population.
Balanced information is one of the key parameters that revolve around broadcasting of promotional efforts for prescription products. In a set of guidelines put forth by the OPDP, the risk/benefit factors need proper communication in the advertisement space. A brand gets the opportunity to come forward and make themselves known to the direct consumer in the ad space, but how can they achieve a fair balance of ad promo information?
Understanding the expectations of a healthcare professional and conveying medical benefits and risks in itself leaves enormous scope for error to get scrutinized. When we talk about DTC ad promo activity, several roadblocks in communications can be eased out with a proper understanding of the set guidelines. At the same time, adhering to the rules and restrictions ensure that the consumer is made aware of the brand before approaching a trusted healthcare physician.
In conclusion, aiming to develop an ad promo campaign that not only ensures creativity but also remains compliant should be entrusted with the help of an expert. Reach out to one for end-to-end compliance.