eDTCA 2.0 for big pharma in the US
Study about DTCA practices by the 10 largest Pharma:
Pharmaceutical direct-to-consumer advertising (DTCA) is legal only in the United States and New-Zealand(…)
It is linked with inappropriate medication use, over utilization, and increased spending on expensive branded drugs, and it may endanger public health due to promotion of potentially dangerous products. (…)
With the Internet’s rapid development, users have migrated from passive information sources, using read-only “Web 1.0” technology, to interactive, dynamic, and custom-built relationships, using “Web 2.0” technologies.
Along with this digital revolution, new potential DTCA marketing opportunities haven recently emerged that include Web 2.0 social networking sites and other interactive systems (“eDTCA 2.0”), which cross geopolitical borders.
The US Food and Drug Administration (FDA) has not issued guidelines on eDTCA 2.0 marketing, nor have regulators recognized eDTCA 2.0 and its potential global spillover.
Presence is strong:
– 100% are on Facebook, have blogs and provide RSS feeds
– 80% have dedicated YouTube channels and are developing mobile applications
The point is that social media are also used by illicit drug sellers to promote online sales…
Liang, B.A. & Mackey, T.K. Prevalence and global health implications of social media in direct-to-consumer drug advertising. Journal of Medical Internet Research, 2011, Vol. 13, N°3, pp. e64