Healthy Skepticism Library item: 15522

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Longstreet VM.
The Effectiveness of Pharmaceutical Promotion
Journal of Marketing 1959 Apr; 23:(4):472-472
http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/JournalofMarketing.aspx#1

Notes:

Book review

Full text:

THE EFFECTIVENESS OF PHARMACEUTICAL PROMOTION,
by Robert Ferber and Hugh G. Wales.
(Urbana: University of Illinois, 1958. Pp. 66. $2.00.)

Anyone interested in pharmaceutical promotion should read this booklet, but it probably has limited appeal to those interested in the promotion of other products. It gives the results of a survey of a sample of Chicago doctors on channels of communication of drug product information by the drug companies.

Specifically, it attempts: (1) to ascertain how doctors obtain pharmaceutical information; (2) to evaluate the impact of medical journal and direct mail literature on doctors; and (3) to obtain
more reliable estimates of the cost per reader of the different pharmaceutical promotion
means.

VICTOR M. LONGSTREET
Schering Corporation