It doesn’t have to, because no one is a potential customer for all of them. But if you have Condition X, and the ad starts out, “Do you have Condition X,” chances are you’re going to pay attention. Then you see people doing fun, active things, things Condition X may be preventing you from doing.
It won’t matter that the drug for Condition Y looks very similar, because you won’t be paying as much attention to that ad, just as Condition Y sufferers won’t be looking closely at the Condition X ad.
And each ad will be prominently featuring the kinds of activities that its respective disease inhibits.
I’m sure we’ve all had the experience of being ill, or temporarily incapacitated, and looking enviously at people who are well and able to easily do things we can’t. As someone with occasional vertigo, I certainly have been feeling this a lot lately.
Drug ads play into this nearly universal experience.