That means no more medical terminology written at the Grade 16 level. A good Patient Package Insert that is FDA-approved will contain information that incorporates language consumers can understand and behavior modification techniques that will help improve patient compliance Bottom Line DTC programs present a real opportunity to help consumers become more responsible partners in their drug therapy. The most strategic approach a pharmaceutical company can take is to base its DTC advertising and collateral materials more on patient education principles and less on advertising techniques. The initial DTC messages to consumers can set the stage for all patient compliance programs to follow once the medication has been prescribed. The most effective DTC program will be one that is integrated with the patient education programs for the specific medication.
Consumers are savvy.
We hold more power today than we did yesterday. Consumers will reward health professionals, organizations, and pharmaceutical companies that give them the information we want and need to make wise decisions about their prescription drug therapies. 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. Published in Pharmaceutical Executive , May 1998.