The FDA Should Probe Internet Marketing: CDD
6 CommentsBy Ed Silverman // March 3rd, 2010 // 9:02 am
The agency is being urged to conduct a “comprehensive investigation” into the use and impact of digital health marketing techniques and technologies by the Center for Digital Democracy, a non-profit group that filed comments this week in response to the FDA hearings that were held last fall on the use of the Internet and social media.
The CDD says the health and safety of consumers must be protected from “inappropriate and potentially harmful use of digital marketing applications” that have been embraced by the industrypharmaceutical and health marketers,” and which have given the industry “unprecedented abilities to take advantage of consumers.”
At the November hearings, CDD executive director Jeff Chester says, “pharmaceutical marketers purposely painted a sanitized, storybook image of social media marketing. Missing was data and information related to the powerful capabilities of interactive marketing to promote relationships with specific brands, including its ability to foster what has been called consumer ‘micro-persuasion.’”
The group also asked the FDA to work with the Federal Trade Commission and other agencies to develop a set of policies for regulating the use of behavioral targeting, data collection, and other digital techniques in the marketing of drugs and health-related products, according to a statement.
Rich Meyer
As if the FDA is not already under water with things they are supposed to do. The reality is that consumers are smart enough to take drug company marketing for what it is “a sell sheet”. The reason so many people are going online for health information is so they can get answer to their questions. Consumers don’t trust the FDA or drug companies t provide them with concise clear answers.
Justice in MI
I haven’t yet read the CDD comments, but I think this is a very important arena. Among the phenomena are student KOLs sent into social network sites, people posing as students, etc. Young people are a prime marketing target (Yaz, Gardasil, antidepressants, dermo products), and they often don’t know where the “info” is coming from–nor could they. It’s the wild west.
Dan Sfera
It will be very interesting to see exactly how the FDA responds to SM. For the most part, consumers are able to tune out anything resembling an advertisement, but this type of medium will definitely have to be regulated in the near future.
Alex
Your topic is excellent is discuss also in good ways.
Chiropractic marketing
I haven’t yet read the CDD comments yet can any one please let me know the details for it
internet marketing newbie tips
Oh I see, so they gonna use social media then. Would it be a good idea?