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Direct-to-consumer ads: Bristol-Myers won't advertise new drugs
Healthcare Strategist Trend Watch, August 19, 2005
Faced with mounting criticism of direct-to-consumer pharmaceutical ads, Bristol-Myers Squibb Co., said it will not promote any of its new medicines directly to patients for at least one year. The drug company said it would communicate both the risks and benefits of its drugs in ways patients can more easily understand. Ads would respect the role of doctors and avoid urging patients to seek drugs before physicians fully understand the product. To that end, Bristol-Myers will step up marketing to doctors. Ads will talk more about conditions than medications and will also include, when appropriate, information about programs that assist needy patients who can't afford medicines.
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