In fact, such an ad would be more useful to a consumer than an ad that glossed over the adverse effects. Consumers want a balanced, fair presentation of the pluses and minuses so they can make the most informed decision possible about a product. Those sources are understandable and practical to consumers. The most effective DTC campaign managers take steps to ensure that ad designers write both the front and back of ads in language people can understand. It will also reap the benefits of improved consumer awareness and patient compliance.
Consumers now demand a higher quality of information.
It s a litmus test that DTC advertisers will have to pass. Dr. Dorothy L. Smith is a consumer education expert and president of Consumer Health Information Corporation. The full-service company specializes in patient labeling, program development, and strategic planning for DTC campaigns.