Medical Marketing and Media - Seniors flunk DTC retention
Nearly 300 men aged 60-75 (statistically the age group most at risk for benign prostatic hyperplasia, or BHP), failed miserably to retain product risk information presented to them once a week for three weeks in DTC ads for Abbott’s Hytrin, according to an FDA-linked, self-funded study published in the current issue of the Drug Information Journal.
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