Healthy Skepticism Library item: 3082

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

Meadows R.
Communicating new drug information—the medium is the message
Drug Information Journal 1981; 15:11-15

Abstract:

A heavy financial commitment through detailing, journal ads, mailings, samples, etc. is marshalled behind a high potential new product with the expectation of some return within the first 5 years. Detailing is the most significant industry expense, responsible for about 70% of all promotional money spent. Symposia and “seeding” trials seem to be extremely effective ways of passing on the “good word” about a new or established drug. In a random sample of health professionals, sales representatives were rated fifth in order of frequency of use as an information source. Physicians may be influenced more by commercial sources of information than they are publicly willing to admit. There is also little doubt that the evidence thus far points to the success of commercial sources in at least creating awareness of a new drug.

Keywords:
*analysis/Canada/United States/quality of prescribing/sales representatives/doctors/pharmacies and pharmacists/patients/value of promotion/promotion costs and volume/industry perspective/ATTITUDES REGARDING PROMOTION: INDUSTRY/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/VOLUME OF AND EXPENDITURE ON PROMOTION