What you will learn
- How to develop branded websites, banner ads, and search marketing that are compliant with the new FDA draft guidance
- Leveraging the “reasonable consumer” standard to improve your digital marketing
- Cost-effective testing for fair balance and “Net Impression”
- The Google loophole pharmaceutical companies should stop utilizing
New Transparency and New Trust
Bridging the Digital Divide in the FDA’s May 2009 Draft Guidance on Presenting Risk Information
Overview
In May 2009, the FDA released new draft guidance for presenting risk information in prescription drug and medical device promotion. The FDA makes it clear that this new guidance is intended to cover broadcast, print, and Web; however, while the FDA highlights several implications for print and broadcast, it offers only one example for the Web. Contrasting with the April 2009 release of 14 warning letters in a single day in regard to pay-per-click (PPC) search engine advertisements, in this case Pharma marketers may still be without comprehensive guidance on e-marketing.
This white paper provides a recommended approach on how to apply the new May guidance in a digital environment, with digital-specific examples and testing frameworks to assist pharmaceutical marketers in being fully compliant with the May 2009 draft guidance.
Key topics include: new role of fair balance on branded websites and banner ads; empirical testing of digital marketing pieces for fair balance; special considerations around organic search; plus the one thing pharmaceutical companies are doing, but shouldn’t.