Similar or Alternative Terms Meaning the Same Thing	n/a
Related Term(s)	Awareness, Help-Seeking Ad

Pharmaceutical marketers often use the term "Disease Awareness" in reference to Help-Seeking Ads. These ads are designed to increase the market size of a therapeutic by "building" awareness of a particular medical condition. An example would be ads for "overactive bladder," which have been successful in building awareness among consumers of a medical condition (urinary incontinence or urgency) that many thought was only of concern for senior citizens.

Disease awareness communications are communications disseminated to health care practitioners that discuss a particular disease or health condition, but do not mention any specific drug or medical device or make any representation or suggestion concerning a particular drug or medical device. Help-seeking communications are disease awareness communications directed at consumers. Generally, help-seeking and other disease awareness communications do not constitute labeling or advertising, and therefore are not subject to regulation by FDA. The Agency believes that such communications can provide important health information to consumers and health care practitioners, and can encourage consumers to seek, and health care practitioners to provide, appropriate treatment. Source: FDA draft guidance entitled, "Help-Seeking and Other Disease Awareness Communications by or on Behalf of Drug and Device Firms" (January 2004)

For more information see Help-Seeking Ad.