Healthy Skepticism Library item: 2900

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

Brooke P.
Promotional parameters: a preliminary examination of promotional expenditures
Journal of Drug Issues 1976; 6:(1):21-27

Abstract:

Pharmaceutical promotional expenditures are frequently criticized for needlessly increasing the cost of many drugs and for encouraging irrational prescribing. This paper presents an analysis of the financial costs of promotional activity in journal advertisements, direct mailings to physicians and detailing. In 1972, the industry spent $101 million for journal ads, $41 million for mailing expenses and approximately $315 million for detailing. Retail pharmacies reported a 6-7 percent increase in prescriptions filled over the previous year while promotional spending increased only 4 percent.

Keywords:
*analysis/United States/promotional expenditure/prescribing behaviour/EVALUATION OF PROMOTION: DETAILING/EVALUATION OF PROMOTION: DIRECT MAIL/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/VOLUME OF & EXPENDITURE ON PROMOTION