The Long and Short of Medical Marketing
Anyone who has watched TV in recent years knows about the overwhelming glut of commericals for prescription medications. Before 1997, FDA rules were much more strict when it came to advertising prescription drugs directly to consumers. But recently, I have noticed that there are two very distinct types of drug commercials on television.
One is usually a very lengthy commercial that consists mainly of a voiceover narration (or an on-screen actor doing the talking) with a serene setting in the background — whether it’s sunny green fields during a commercial for allergy medicine or side-by-side bathtubs overlooking the ocean on a cliff (someone still needs to explain that one to me). Anyway, the narrator usually names the drug, explains its benefits, and then — as quickly and discreetly as possible — names the possible side effects, including everything from stomach pain to potential heart attacks.
Then there is the other kind of drug commercial, and it is much more cryptic. Usually, these ads are 30 seconds or even shorter, and contain the same kind of eye-catching scenery as their lengthier cousins. But these ads often just name the drug, and surround it with vague marketing content, a website, and 800 number.
You see, the FDA has strict rules for drug commercials — but a loophole has been found. If you advertise the benefits of a drug, and even say what ailment it is used to treat, then you MUST also list potential side effects. BUT, the drug companies have found that if you just name the drug, and don’t explain what it’s used for, then the FDA doesn’t require you to take the time to list side effects. The benefit of this is a MUCH shorter commercial, which can save the drug company millions of dollars — especially during high-profile events like the Super Bowl, where 30 seconds costs $2.6 million.
At DDA Medical, we make sure we are up to date on all of the rules and regulations that go along with medical marketing, healthcare IT, and medical website design and development. Obviously, our clients are usually up to speed on these rules as well, but you can never be too careful when it comes to medical rules and regulations. And at DDA Medical, we make sure every “t” is crossed and every “i” is dotted. And with the move toward more integrated digital technology in the medical world, secure programming will become even more important. Our expert programmers are ready for that, as well, since they have been securing every piece of data on every one of our websites and Healthcare IT tools for years and years.
With DDA Medical, you get the know-how to make sure your project is done right the first time. Whether you need an in-depth medical website or even a TV commercial, our copywriters, videographers, graphic designers, programmers, and animators are here to help you.
Entry by: Steve