Healthy Skepticism Library item: 4112

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

Smeeding JE.
Direct-to-consumer advertising of prescription pharmaceuticals: strategic issues for the pharmaceutical industry.
Top Hosp Pharm Manage 1990 May; 10:(1):40-64

Abstract:

The goal of this analysis is to explore the factors that must be considered by the marketing management and leadership of pharmaceutical companies as they consider direct-to-consumer advertising of prescription drugs (DTCA-Rx). The analysis is broken down into four major sections. The first section is an overview of the pros and cons of this marketing technique as well as the geneology of its use. The second section addresses the regulatory history necessary to understand, develop and assess a reasonable DTCA-Rx marketing strategy. The third section reviews the opinions of health professionals regarding DTCA-Rx. The final section considers marketing strategies and uses critical factor analysis to determine the proper motivation for and implementation of DTCA-Rx. Information has been gathered from marketing executives associated with drug manufacturers utilizing DTCA-Rx.

Keywords:
*analysis/United States/direct-to-consumer advertising/regulation of promotion/Food and Drug Administration/FDA/value of promotion/attitude toward promotion/doctors/pharmacies and pharmacists/general public and consumers/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/ATTITUDES REGARDING PROMOTION: INDUSTRY/ATTITUDES REGARDING PROMOTION: REGULATORS AND GOVERNMENT/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION Advertising* Drug Industry* Legislation, Drug* Marketing of Health Services Planning Techniques Prescriptions, Drug* United States