Frankly, I'd expect it to work just like that... I mean, the advertising agencies aren't dummies. They know what works.
Not a drug example... but back when I bought my first computer (a sweet 25MHz x486 with 250MB HD and 2MB RAM), my dad wanted to give me whatever advice he could in making this $1000 purchase. My dad is very blue collar and loathed technology. So mustering all his knowledge of electronics, he asked me, "Did you get Intel inside?"
When someone is struggling with something and it is in an area they aren't comfortable with (i.e. medicines), yes they will default to TV ads.