Healthy Skepticism Library item: 3372
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
Schueler KR.
Direct-to-consumer promotion
Journal of Pharmaceutical Marketing & Management 1986; 1:(2):57-65
Abstract:
Merrell supports direct-to-consumer communication by pharmaceutical companies which does not include any direct mention of a specific phamaceutical product but does not support prescription drug advertising to consumers which contains direct mention of a specific phamaceutical product. Examples of Merrell campaigns that conform to this policy are presented.
Keywords:
*analysis/United States/Merrell Dow Pharmaceuticals/direct-to-consumer advertising/ATTITUDES REGARDING PROMOTION: INDUSTRY/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING