Our colleague Marker Weigand passed away last week. Marker was a DTC colleague at Amgen who was stricken with ALS. He will be remembered by all who knew him as a wonderful person and loving family man. I am always shocked when someone so young passes prematurely. I knew Marker as a Facebook friend and […]
Author Archive | Bob Ehrlich
By Bob Ehrlich
June 11, 2015
DTC in Perspective: FDA Studying Spousal Influence in DTC Ads
The FDA is interested in researching how drug ads are perceived when viewed alone versus with a spouse. They feel that when viewed with a spouse, drug benefit and risk may be interpreted differently. I think the study could yield interesting information. Does viewing with another person cause different benefit/risk takeaways? The FDA has a […]
By Bob Ehrlich
April 17, 2015
DTC in Perspective: The Pace of Media Change
I asked noted advertising critic Bob Garfield to speak at the DTC National last week. As usual Bob basically said media as we know it is dead and we are all missing the radical shift from mass to targeted advertising. In the Q&A, I told Bob that for our Industry the reality is that DTC […]
By Bob Ehrlich
March 6, 2015
DTC in Perspective: Patients are Becoming The Payer
We have an impending health care cost crisis facing many Americans. Anyone with employer subsidized insurance has seen their share of the cost rise over the years. My personal premiums as a Pfizer retiree have risen every year and now approach $5000 a year plus my deductible. So before I see much reimbursement I pay […]
By Bob Ehrlich
February 27, 2015
DTC in Perspective: Advertising New Indications
One of the reasons for the rise of DTC spending in 2014 is the advertising done by brands adding new indications. We see several brands with three indications. Humira is a good example of a drug that started advertising for rheumatoid arthritis, then for plaque psoriasis and lately for Crohn’s Disease. Botox, which started advertising […]
By Bob Ehrlich
February 18, 2015
DTC in Perspective: FDA Doing Study About Risk Communication
FDA is proposing a study which I call ?less is more.? The study is long overdue. They are concerned that too many risks are being presented in television ads and perhaps this confuses consumers. The basic lesson of advertising is to focus on the main point or compelling benefit if you want people to remember […]
By Bob Ehrlich
August 18, 2014
DTC in Perspective: Drug Pricing Criticism
The Senate is after drug maker Gilead to explain its high price for hepatitis drug Solvadi. The request came from Ron Wyden and Chuck Grassley and asked about differences in U.S. and foreign pricing. Solvadi is expensive at about $80,000 for a course of treatment. I think these senators are asking what they already know. […]
By Bob Ehrlich
June 23, 2014
DTC in Perspective: FDA New Guidance
The FDA is slowly trying to deal with Internet reality with two new guidance documents. One guidance is an attempt to deal with what happens when social media gets factually incorrect postings. How can a drug company respond if it has to provide fair balance and risk/side effect information? Well, it could not under the […]
By Bob Ehrlich
June 2, 2014
DTC in Perspective: FDA to Do Advertised Price Research
The FDA is planning some new research on DTC ads?highlighting?the price of the drug. The vast majority of DTC ads do not?currently?state price of the drug?or compare price to competitors. Some ads, which use price support, will tell consumers they get a rebate or coupon.?Some show a price the consumer will pay with the price […]
By Bob Ehrlich
May 27, 2014
DTC in Perspective: Speakers Needed, Share Your Success!
One of our annual challenges for the DTC National is getting good pharma case studies to present to the audience. I always wonder why legal departments appear afraid to discuss the advertising that is already public and has been seen by 100 million people. Some companies seem to have a blanket policy against speaking but […]
