Healthy Skepticism Library item: 3630

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

Healthcare communications and pharmaceutical promotion
Health Horizons 1988 May; (4):16-17

Abstract:

Promotion is both a marketing and an educational endeavour and the success of any pharmaceutical promotion must be measured in part by its ability to enhance the medical profession’s pharmacological knowledge. The article discusses different forms of promotion including: sales representatives, journal advertisements, drug samples, direct mail and professional relations (seminars and symposia and speakers’ programs). In developing countries the medical representative plays an essential role in linking the research laboratory with the physician and most physicians in these countries readily accept this kind of face-to-face contact.

Keywords:
*analysis/developed countries/developing countries/industry perspective/value of promotion/source of information/quality of information/sales representatives/journal advertisements/direct mail/drug samples/corporate funding/ conference speakers/ continuing medical education/ CME/ATTITUDES REGARDING PROMOTION: INDUSTRY/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPED COUNTRIES/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPING COUNTRIES/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTION DISGUISED: CONFERENCES AND MEETINGS/PROMOTION DISGUISED: SUPPORT FOR CME/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS/PROMOTIONAL TECHNIQUES: SAMPLES