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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

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.