Healthy Skepticism Library item: 3424

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

Fisherow WB.
The shape of prescription drug advertising: a survey of promotional techniques and regulatory trends
Food Drug Cosmetic Law Journal 1987; 42:213-236

Abstract:

Claims made in journal advertisements directed at pharmacists and physicians were evaluated. There is an absence of advertising from the generic industry directed at doctors. Advertising to pharmacists and doctors is becoming more similar than in the past and is becoming more directly competitive. Explicit references to research results are rising in advertising directed at both professional groups. The frequency and tone of references to brand-versus-generic competition appear to be responsive to regulatory intervention. A second survey was done of Food and Drug Administration regulatory actions aimed at prescription drug advertising practices. An analysis of nine regulatory letters challenging advertising practices issued by the FDA between 1975-1986 shows that the FDA has ben willing to address competitive issues beyond those that present immediate safety risks.

Keywords:
*analytic survey/United States/FDA/Food and Drug Administration/regulation of promotion/journal advertisements/doctors/pharmacies and pharmacists/quality of information/ generic manufacturers/ research-based manufacturers/ATTITUDES REGARDING PROMOTION: REGULATORS AND GOVERNMENT/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION