EFFECTIVE PROMOTIONAL STRATEGIES ADOPTED BY DEVELOPERS TO INCREASE THEIR VISIBILITY IN PATIENT POPULATION

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Interestingly, a major part of the amount spent by the US pharmaceutical industry on DTC was attributed to the expensive biologics

Drug developers heavily rely on a number of broadcasting channels, which include direct-to-consumer (DTC) advertisements, product websites and conferences, to promote the use of their proprietary drugs. The importance of such promotions is evident from the fact that the US pharmaceutical industry spent over USD 4.5 billion in DTC advertisements in the first three quarters of 2019. [1]   

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Interestingly, a major part of the amount spent by the US pharmaceutical industry on DTC was attributed to the expensive biologics, especially cancer immunotherapies.[2] The target of such promotional content / campaigns are the consumers (patients), caretakers / caregivers and healthcare professionals (physicians). It is important to highlight that DTC advertising of prescription drugs is permitted only in a few countries, such as the US, New Zealand, Bangladesh, South Korea and others. In other geographies, including Europe, such promotional campaigns are not allowed, owing to the belief that advertisements may put physicians in a situation where they are likely to be coerced into prescribing advertised drugs based on patients’ demands, even if they are not the better alternatives.[3][4] Moreover, the increase in healthcare costs related to promotional activities is another concern, as healthcare expenses are completely reimbursed by the government in some countries.[5]

 

 

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On the product websites, the following promotional / informative content is highlighted such as efficacy, safety, mechanism of action, disease information, treatment information, patient response, downloadable resources, frequently asked questions (FAQs) section. In addition, Humira promotional strategies includes the information on the safety and efficacy of the drug across various immune-mediated indications. Further, it contains several sections that highlight details on the dosing, historical development of devices designed to deliver Humira, patient support resources and the treatment process. Additionally, it provides information on the various clinical trials that were conducted for the evaluation of the drug, along with their results.

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