Glossary Term: Reminder Ad

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The Pharma Marketing Glossary
Reminder Ad

Similar or Alternative Terms Meaning the Same Thing Reminder Advertisement, Reminder Labeling, Reminder DTC Ad

Related Term(s) Help-Seeking Ad, disease awareness ad, book ending

Definition

A reminder ad mentions the pharmaceutical brand name but not the indication or medical condition it treats.
An example would be the Viagra TV "Joe" ads where everyone notices something different about Joe but can't quite pin down what it is ("You got a raise?").
Reminder ads, like help-seeking ads, do not require any disclosure information.
Source: "FDA Draft Guidance for Print DTCA: Less than Feared," Pharma Marketing News, Vol. 3, #2; REPRINT #32-03.

Reminder advertisements are identified as an exemption to the advertisement regulations, including provisions to provide a brief summary. Reminder advertisements " . . . call attention to the name of the drug product but do not include indications or dosage recommendations for use of the drug product. . . . and, optionally, information . . . containing no representation or suggestion relating to the advertised drug product." Reminder advertisements cannot make a representation about the product or suggest a use for the product.
Source: FDA, Division of Drug Marketing, Advertising and Communications, Frequently Asked Questions (FAQs)Reminder Advertisements and Labeling.

Reminder labeling is exempt from the requirements for adequate directions for use and adequate warnings. Reminder labeling, as defined in 21 CFR 201.100(f), is exempted. Reminder labeling calls attention to the name of the drug product but does not include indications or dosage recommendations for use. Reminder labeling may contain only the proprietary name of the drug, the established name of each active ingredient, and optionally, information relating to quantitative ingredient statements, dosage form, quantity of package contents, price, and other limited information.
The exemption does not apply to products with black box warnings in their approved product labeling. Source: FDA, Advertising/Labeling Definitions

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