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Copy Elements

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Amanda Strong

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.

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Elements of Pharmaceutical Ad Copy 息 Amanda Strong http://www.medicalcommunications.ca [email_address] Prepared for CE2769 - Spring 2008
Copy Elements The following examples are based on USA journal ads The regulatory environment in the USA is different (these ads do not meet Canadian PAAB code requirements) so please use these examples for COPY ELEMENTS ONLY A separate slide show will follow that will help you find some of the mandatory elements, like indication statement, contraindications, and balancing copy, in the product monograph
Copy Elements USA Journal ad for Viagra Headline In this case the headline is more a creative play on words Logo Includes generic name Tagline Part of the logo (usually) Its the brand sign off (for example: Nike-Just Do It) Body Copy Contains the selling messages
Copy Elements USA Journal ad for Viagra 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 USA Journal ad for Viagra 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
USA Journal ad for Lexapro Copy Elements Headline This is a more typical headline (but would not get past PAAB in Canada!) Logo Includes generic name Tagline Part of the logo (usually) Flash Ad contains two flashes They sort of pop or flash out at the reader
Copy Elements USA Journal ad for Lexapro 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 USA Journal ad for Lexapro 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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Copy Elements

  • 1. Elements of Pharmaceutical Ad Copy 息 Amanda Strong http://www.medicalcommunications.ca [email_address] Prepared for CE2769 - Spring 2008
  • 2. Copy Elements The following examples are based on USA journal ads The regulatory environment in the USA is different (these ads do not meet Canadian PAAB code requirements) so please use these examples for COPY ELEMENTS ONLY A separate slide show will follow that will help you find some of the mandatory elements, like indication statement, contraindications, and balancing copy, in the product monograph
  • 3. Copy Elements USA Journal ad for Viagra Headline In this case the headline is more a creative play on words Logo Includes generic name Tagline Part of the logo (usually) Its the brand sign off (for example: Nike-Just Do It) Body Copy Contains the selling messages
  • 4. Copy Elements USA Journal ad for Viagra 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
  • 5. Copy Elements USA Journal ad for Viagra 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
  • 6. USA Journal ad for Lexapro Copy Elements Headline This is a more typical headline (but would not get past PAAB in Canada!) Logo Includes generic name Tagline Part of the logo (usually) Flash Ad contains two flashes They sort of pop or flash out at the reader
  • 7. Copy Elements USA Journal ad for Lexapro 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
  • 8. Copy Elements USA Journal ad for Lexapro 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