“CONCEPT OF

ADVERTISING”

SUBMITTED TO:
Dr. Jaseela Majeed
SUBMITTED BY:
Priya Rathore
Pharm MBA, 3rd sem
“Advertising”
“ Pharmaceutical Advertising”

• The definition of pharmaceutical marketing is

activities focused on making physicians as
well as the general public aware of new and
existing pharmaceutical brands.
Advertising in the
Pharmaceutical Industry
• Pharmaceutical companies weren't able to
advertise their products until the U.S. Food and
Drug Administration ruling made the process
legal in 1985.

• Proponents argue drug advertising helps to

educate consumers and may encourage them to
talk to their doctors about medication options.
Opponents argue that it may mislead consumers.

• The FDA has enacted several pharmaceutical

marketing regulations in an effort to protect
consumers while allowing advertising to
continue.
 Contd.
1. By the Rules
• FDA regulations for pharmaceutical advertisements apply primarily to prescription medications. However,
the agency does not control ads for over-the-counter drugs. Dietary supplement and vitamin ads don't
have to be approved and therefore aren't subject to most FDA regulations. Supplement manufacturers
still have to caution consumers that statements and claims regarding their products have not been
evaluated by the agency.

2. Alternative Products
• Pharmaceutical ads must provide the generic equivalent of name-brand drugs so consumers can pursue
cost-saving options. Companies are not, however, required to directly state that a generic version of their
drug is available. For example, an ad for name-brand drug Vyvanse, a treatment for Attention Deficit
Hyperactivity Disorder, might at some point state that "Lisdexamfetamine dimesylate has been shown
to..." as a way of incorporating the generic name without recommending it.
Contd.
3. Approved Uses
• Pharmaceutical advertisements can't hint that a drug will improve a consumer's life. Instead, they
have to list at least one use for which the drug is FDA approved. Drug makers also can't recommend
that their product be used for off-label or unapproved uses. Even hinting at them could be a violation
of the law.

4. Side Effects
• While pharmaceutical companies must note common side effects as well as how consumers can
report these effects in their ads, there's no law against marketing drugs with serious side effects.
Additionally, prescription drug companies have to include a leaflet with their drugs that clearly
communicates all clinically verified risks of the medication.
Contd.
5. Truth in Advertising
• All pharmaceutical advertisements must be truthful. They can't imply that a product does something
it does not or give misleading statistics on its effectiveness. They're also prohibited from using
misleading pricing tactics. For example, an ad can't say that Medicaid will cover the drug when
Medicaid may or may not do so. All advertisers -- pharmaceutical or otherwise -- are prohibited from
using bait-and-switch pricing gimmicks, which draw buyers in with a lower price and then encourage
them to purchase a higher-priced item instead.
THANK YOU