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The FDA allows only three types of advertising for prescription drugs: brand name, indication or both. A key decision for Merck is which type of advertisement to use. A "product claim" ad can mention both the brand name of the drug and the problem it will correct, but it will also have to include a list of major side effects. "Reminder" ads could mention the brand of the drug, but not mention what the drug is for. "Help-seeking" ads allowed for un-branded ads that would encourage men to seek a doctor's advice if they were concerned about hair loss. The right advertising should have an informational appeal emphasizing problem solving (Propecia® stops hair loss)...
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