CDD Asks FDA to Revise Its Proposed Research on the Digital Marketing of Drugs and Health Products

The Center for Digital Democracy, in comments filed with the Food and Drug Administration (FDA), urged the agency to significantly revise its proposed studies on the “Examination of Online Direct-to-Consumer Prescription Drug Promotion.”

Citing the wide variety of techniques that pharmaceutical and health marketers use to target consumers online, CDD called for a more informed analysis that reflects how U.S. health consumers are actually marketed to on social networks, mobile phones, and via the Web. Among the marketing techniques that CDD cited that must be part of any FDA research are “the tracking and managing of the ‘patient journey’ online”; data collection; the use of social media analytics and related viral marketing; the role of eye tracking, multivariate testing and other Web page optimization techniques to influence perception and behavior; and the impact of immersive multimedia content and neuromarketing designed to stealthily foster consumer decision-making through non-conscious means. Today is the deadline for comments in FDA’s proposed new research “designed to test different ways of presenting prescription drug risk and benefit information on branded drug Web sites”