DTC Marketers Love to Use Animated Critters: Why?

As reported by Ed Silverman/Pharmalot (here), "Over the past few years, more drug makers have run TV [direct-to-consumer, aka DTC] ads featuring cartoon characters or other animation techniques to promote their medicines. But while some may be cute or visually striking, regulators wonder whether these ads interfere with consumer comprehension. So the Food and Drug Administration (FDA) plans to run a study to determine whether these visual tools may distort how consumers perceive the risks and benefits of a medicine, according to a notice posted this week in the Federal Register (here)."

It is “possible that animated characters may lead to lower perceived risk by minimizing or camouflaging side effects,” the FDA wrote, adding there is concern that “entertainment aspects can distract from learning key information.”

I was quoted in Silverman's piece:

“I think we are seeing more of these animated ads,” said John Mack, who publishes Pharma Marketing News. “The companies believe the ads can make the products or message friendlier or more appealing. And animation can be used to counteract the unappealing nature of the medication or the side effects that are listed.”

But I also mentioned another reason why I think pharma marketers use these characters.

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