Healthy Skepticism Library item: 6713

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: book

Davis P.
Managing medicines: public policy and therapeutic drugs
Buckingham, United Kingdom: Open University Press 1997

Abstract:

In the case of advertising and promotion of new therapeutic products to health professionals, aside from the standard gimmickry of the advertising business, companies rely on symbols of technical effectiveness and scientific credence to gain the respect of their audience, but they match this with various non-technical themes that emphasize the human impact of the practitioner’s work. This is particularly apparent with certain categories of drugs, such as those directed at modifying mood or behaviour. The emphasis in promotion is on product differentiation backed up by scientific claims of efficacy, but these messages are being delivered in new ways including sponsorship of conferences, competitions, scholarships and travel. It is estimated that marketing costs, expressed as a proportion of sales over the life cycle of a product amounted to about a fifth, but in the first year of the product launch, marketing costs equal sales revenue, dropping to 50% in the second year, 40% in years three to nine and 6.5% from then on. From the point of view of the consumer, regulatory frameworks for controlling promotion seem designed more to protect the industry than to establish the integrity of an information system on which the sensible exchange of therapeutic drugs can be made.

Keywords:
*analysis/images in ads/doctors/new drugs/promotion costs and volume/product differentiation/regulation of promotion/ psychotropic drugs/United States/FDA/Food and Drug Administration/ABPI/ Association of the British Pharmaceutical Industry/ Prescription Medicines Code of Practice Authority/ Medical Lobby for Appropriate Marketing/ MaLAM/ International Federation of Pharmaceutical Manufacturers Associations/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/IMAGES IN PROMOTION: METHAPHORS/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: PSYCHIATRIC DISEASES/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION/REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION/VOLUME OF AND EXPENDITURE ON PROMOTION