Advertising and Promotion Regulatory Affairs Conference

The digital marketing landscape is a dynamic and rapidly evolving ecosystem, and marketers have a rapidly growing array of communication channels to promote products to consumers including social media platforms and podcasts. At the same time, legacy communication channels like television and print ads are integrating new digital features that aim to enhance reach and impact of promotional communications. The U.S. Food and Drug Administration (FDA) is responsible for ensuring that promotional communications, including direct-to-consumer (DTC) and health care provider (HCP)-directed promotional communications, are truthful, balanced, and accurately communicated. To achieve its mission, it is vital for the FDA to understand the evolving digital marketing landscape, including existing and emerging platforms, strategies, and technologies used by marketers to promote prescription drug products.

A workshop was convened on September 14th, 2023, to explore the current state of and emerging trends in prescription drug promotion in the digital space. Our presentation will provide an overview of themes from the workshop, key emerging trends identified by speakers, and considerations for public health. We will also provide an overview of knowledge gaps highlighted throughout the conversation as well as potential research questions for characterizing emerging trends in this space further.