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Healthy Skepticism Library item: 6912

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: news

Charlish P.
DTC advertising encourages consumers to talk about drugs
Scrip Magazine 1999 Nov9-10
www.pjbpubs.co.uk/scrip/scrhome.html


Abstract:

The amount of money spent on direct-to-consumer advertising is increasing rapidly. A survey in the United States found that knowledge of some products’ indications had improved but in other cases it had declined. DTCA is giving rise to dialogues between patients and their doctors and are prompting many consumers to ask for advertised medicines.

Keywords:
*analysis/United States/direct-to-consumer advertising/DTCA/value of promotion/analysis of prescribing pattern/ consumer behaviour & knowledge/promotion costs and volume/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/VOLUME OF AND EXPENDITURE ON PROMOTION

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963