What makes prescription drug ads so memorable?
As a writer here at Praxis, one of my favorite things to watch during commercial breaks are direct-to-consumer (DTC) advertisements for prescription drugs. Ever since the first commercial for Rufen, which touted a cheaper alternative to Motrin (ibuprofen) without even mentioning the drug’s function, aired in America on May 19, 1983, DTC marketing has been an effective way to tell individuals about new medicines.
So, what’s changed since the first DTC drug ad in 1983? What are the different types of commercials that we see on television? And how do these ads target their audience?
The evolution of televised prescription ads.
After Rufen’s first appearance on television, the US Food and Drug Administration (FDA) released guidelines requiring DTC drug commercials to disclose potential side effects of the medicine being promoted. Given how many side effects may accompany a drug, along with having to explain its function, a 30-second television commercial wasn’t viable the way print media like magazines were.
Everything changed when a 1996 commercial for Claritin appeared. The ad lacked messaging on Claritin’s function as an antihistamine and instead implored viewers to ask their doctor about the drug. Afterward, in 1997, the FDA altered their stance on DTC advertising by stating that, if commercials indicated where to find a summary of risk information (to look in magazine ads, for example), then they no longer had to include them. This resulted in commercials that were very similar to what we see today on television.
The big three types of ads.
Did you know that there are three types of DTC drug advertisements? Each of these advertisements provide a unique perspective into how prescription drugs are advertised on television.
- Product claim advertisements are the only version of DTC drug ads that can name a drug, its intended function, and its benefits and risks.
- Reminder advertisements provide the viewer with the name of the drug, but not the function. This ad implores viewers to “ask their doctor about” a drug. This premise operates under the pretense that people are familiar with what the drug does. Since this type of ad doesn’t mention the drug’s function, it does not need to include risk information.
- Help-seeking advertisements encourage viewers to talk to their doctor about common diseases and ailments, like allergies or arthritis. No drug is mentioned, but sometimes these ads feature the name of a drug company and a telephone number for interested individuals to call.
The power of licensing music.
Chances are you know at least part of the song “It’s Magic” by the band Pilot. Even if the song or artist name look unfamiliar to you, the melody of the chorus “Oh! Oh! Oh! It’s magic!” has been through your ears and back again. But perhaps lately you’ve been singing some new lyrics due to its appearance in commercials for the popular type 2 diabetes prescription Ozempic (“Oh! Oh! Oh! Ozempic!”). Licensed music in media isn’t new, and neither is the impact that one recognizable song can have on an individual.
Even if a song isn’t as catchy as the Ozempic jingle, it can speak to a certain audience demographic through nostalgia, as well as by matching the storyline of the ad. Take the drug Repatha for example, used to manage cholesterol, a common health concern with older adults. One commercial for the drug uses KC and the Sunshine Band’s song “Boogie Shoes” to show an older man with high cholesterol, no longer worried about having a heart attack or stroke, dancing with his daughter at her wedding. Using licensed music that a specific generation or age range is familiar with can work well in tandem with the demographic that the drug is targeting.
The world of DTC prescription drug advertising has changed considerably since its humble beginnings in the early 1980s and has exploded in usage since 1997. With so many ways to appeal to viewers, it’s no wonder DTC drug ads can be so memorable.
While television advertising can be important for drugs on the market, print and visual advertising focused on patient recruitment for drugs currently in development is equally important. If you want to take your clinical trial recruitment strategies to the next level, let’s connect.
