What has proven helpful to manage the impact of branding messages on the physician-patient relationship?
Unfortunately, some advertising for pharmaceutical products still falls short when it comes to fully informing patients about the appropriate uses for a product. I think this is better now than in years past, but there is still room for improvement by some advertisers and those that fall short need to improve. Of course, the FDA sometimes forces an “improvement” on some advertisers, but my experience has been that most marketers want to both comply with applicable regulations and create useful, effective and accurate messages. Many companies continue to invest heavily in improving the effectiveness of their patient communications even when they are well within the bounds of FDA regulations, because they want to communicate with their consumers in the most effective manner possible. This continued emphasis on effective communication about a sponsor’s product – including the best ways to present risk information and gain patient understanding, in addition to interest in the product, is l
