Elements of Pharmaceutical Ad Copy

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Presentation on copy elements commonly found in pharma advertising. Uses examples from US ads. Includes commentary about how a Canadian ad would differ. Presentation originally developed for use in CE2769, Medical Writing II, Concordia University.

Health & Medicine Business Technology

Elements of Pharmaceutical Ad Copy © Amanda Strong http://www.medicalcommunications.ca [email_address] Prepared for CE2769 - Spring 2008

Copy Elements ,[object Object],[object Object],[object Object]

Copy Elements ,[object Object],Indication statement This is a US ad, they do not need to include full indication. In Canada, the FULL indication must be included. Contraindication If the PM contains any contra-indications other than sensitivity to any components of the drug, then it must be included WITH the indication statement Balancing copy This is most common side effects and IMPORTANT warnings and precautions

Copy Elements ,[object Object],Qualifiers (Footnotes) These provide additional information to the body copy, for example definitions or disclosure of study design, dosing, duration, etc Sign-offs These usually include a statement directing the physician to the product monograph for more information References? In journal ads, these can appear with the prescribing information that must appear somewhere in the journal pages

Copy Elements ,[object Object],Indication statement Flash also serves as to statement of indication Contraindication Full contraindications must be disclosed Balancing copy This is most common side effects and IMPORTANT warnings and precautions; bolded warning in the monograph MUST be included prominently Body Copy Contains selling messages

Copy Elements ,[object Object],Qualifiers (Footnotes) No qualifiers appear on this ad; in Canada they would be required but may appear with prescribing information on later pages Sign-offs Directs physician to the product monograph for more information Also gives manufacturer, web site and date of ad References In this ad the references appear directly on the ad and not in the prescribing information

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