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An overview of recent Canadian pharma ads on FaceBook
Less than 2 years ago, I got very excited when I saw a Canadian pharma ad on my FaceBook profile. It was the first Canadian pharma ad that I had personally ever seen on FaceBook. You can read my post about it here.
We sure have come a long way since then. Throughout 2011 and so far in 2012, I have spotted several ads on my FaceBook profile, by Canadian pharmaceutical companies. In fact, Pfizer Canada might be the first Canadian pharma company to advertise a Schedule F prescription drug name on FaceBook. In Canada, pharmaceutical companies must follow very restrictive Rx-DTC (direct-to-consumer) guidelines. The only things that can be mentioned in the public regarding Schedule F Rx products are product name, price and quantity. The ad below complies with the regulations.
GlaxoSmithKline Canada promoted their vaccine Cervarix via FaceBook ads back in Q4 2011. Although the product name and disease state appear in the ad, it complies with Health Canada’s Rx-DTC regulations because Cervarix is a schedule D drug, and it is not promoting a schedule A disease.
Now Midol might not be a prescription drug, but it belongs to Bayer which is a pharmaceutical company, so I think that they deserve kudos for entering the social media advertisement arena. The Midol FaceBook ads were very consumer-savvy, offering a prize and driving traffic to their site by offering entertainment in the form of punishment on the man in the ad - it doesn’t sound very nice, but I saw the site and I did not find it offensive at all. It was all in the name of fun.
The rest of the FaceBook ads by Canadian pharma companies that I saw on my profile were all to help raise awareness of certain disease states. As long as no brand name is mentioned, this is a completely acceptable form of promotion according to Health Canada.
There might have been ads targeted to men, or younger / older audience, or other demographic that did not fit my profile, so this is by no means a complete inventory of Canadian pharma ads on FaceBook. If you have seen other FaceBook ads by Canadian pharma, let us know in the comments section. If you happen to have a picture, e-mail it to me and I will gladly add it to the post and give you credit for having found it.