Healthy Skepticism Library item: 15541

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

Rod M, Saunders S.
The informative and persuasive components of pharmaceutical
International Journal of Advertising 2009; 28:(2):313-349
http://www.internationaljournalofadvertising.com/

Abstract:

The objective of this paper is to review the literature on pharmaceutical promotion, highlighting the areas of
contention. We examine the traditional methods used to promote pharmaceutical products and ask the question, ‘If the
objective of promotion is to inform, persuade and remind the customer about why they should consider a particular
product or brand, why is the promotion of pharmaceutical products so contentious?’ We draw upon the results of an
exploratory case study that examined healthcare practitioner and pharmaceutical sales representative attitudes towards
pharmaceutical promotion, and conclude with some thoughts on how information-based and persuasion-based pharmaceutical
promotion can coexist.