The consumer wants a simplified explanation of how the drug works. A patient-friendly illustration would also help. Though this ad tries to translate information into consumer-friendly language, it misses the mark. Patient communications must be treated differently than medical communications, and require the application of specialized health literacy and behavior modification techniques. Only then can the product fulfill its potential.
Patients weigh the risks against the benefits and decide to stop taking the medication.
This is why it is important to convince the patient to take your product over the long term. Link your DTC strategy to an overall patient compliance program. All rights reserved.