In January, PhRMA issued 15 guiding principles for DTC pharma marketers. While not specifically designed for the online advertising, the principles have applications for Internet messaging and targeting as well. Some highlights below.

Pharma companies are encouraged to:
- Provide an educational focus in DTC communications
- Promote general health and disease awareness
- Provide other available options such as diet/lifestyle changes
- Give access to help for the uninsured and under-insured
- Avoid targeting audiences that are not age appropriate
- For launches, spend an appropriate amount of time educating doctors FIRST

In related research, Epocrates surveyed doctors to find out to what extent they supported the guideline for educating professionals first for new drugs, prior to a DTC launch. Epocrates found that 80% of surveyed physicians were either strongly supportive or somewhat supportive. When asked what an "appropriate amount of time" needed for educating physicians first was, the mean answer was 9 months.

Full Article from PhRMA.org