Making Ads to Promote Drug Companies that Make Ads

Following the release of the industry group Pharmaceutical Research and Manufacturers of America's (PhRMA's) suggested drug advertising guidelines, Pfizer pledged not to "directly promote any new product" for six months and "to target only adult audiences" with Viagra TV ads. Pfizer also said it would create more "disease-awareness ads," which do not mention particular drugs. "By featuring educational rather than product messages," disease-awareness ads "may ease the concerns of regulators and consumers" while boosting prescriptions, wrote the Wall Street Journal. Marketing executive Stuart Klein said Pfizer's strategy is "improving the perception of direct-to-consumer advertising." PR Week reported that Vioxx manufacturer Merck is launching its first "corporate image campaign," using the PR firm Burson-Marsteller. The campaign will "promote the company's heritage" and highlight its "drug-assistance programs." Merck's Len Tacconi said the campaign is "not self-serving in any way." GlaxoSmithKline, Bayer and PhRMA have similar "image-enhancing initiatives."