Bristol-Myers Squibb to limit direct to consumer advertising
pharmafile | June 15, 2005 | News story | Medical Communications |Â Â Â
Bristol-Myers Squibb has pledged to observe a stricter code of conduct in the promotion of its products to the public amid growing concerns about direct to US consumer advertising.
A number of the biggest pharma companies spend millions promoting their drugs to US consumers on the radio, TV, in print and online but fears about distorted information and patient safety have prompted calls for a complete ban on direct to consumer (DTC) advertising.
The matter came to a head with a special FDA review of the Cox-II drugs following the withdrawal of Merck's painkiller Vioxx, which had been one of the industry's most heavily promoted drugs.
Within two months of Vioxx's withdrawal, Pfizer was asked to withdraw advertising for its rival drug Celebrex, with an FDA panel subsequently concluding DTC advertising was not suitable for any drugs in the Cox-II class.
The FDA does not have the authority to order a complete ban on DTC advertising, and the practice looks set to remain, albeit in a more restricted form.
When Vioxx was launched in 1999, Merck's marketing blitz included an estimated $160 million on DTC advertising in its first year, helping it achieve unprecedented levels of growth in its first few years on the market.
Critics say the rapid rise and fall of Vioxx demonstrates the dangers of DTC, and now BMS has become the first to volunteer changes to its practices.
Perhaps most significantly, this includes a pledge not to launch any DTC campaigns for at least 12 months after the launch of a new medicine.
The company has also re-stated its respect for the healthcare professional's role in deciding which medicines are appropriate for patients, and said it would strive to produce balanced information at all times.
BMS' unilateral move is expected to be followed in the next few weeks by a new industry-wide code of conduct covering all US promotional activity and communications.
The president of US industry organisation PhRMA Billy Tauzin admitted the industry needs to regain the trust of the public and said the new code would encourage pharma companies to discuss medication safety risks, target patients for specific treatments more correctly and recommend that patients discuss medicines with their doctors.
Related articles:
Bextra suspended from European and US markets
Friday , April 08, 2005
