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Healthy Skepticism Library item: 6913

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

Law J.
Preparing to advertising directly to the European consumer
Scrip Magazine 1999 Nov; (84):6-7
www.pjbpubs.co.uk/scrip/scrhome.html


Abstract:

It is widely believed that direct-to-consumer advertising will become a reality in Europe sometime in the future. When it does, industry’s greatest challenge will be to find out what patients want to know rather than what companies think they want to know. To that end, the Association of the British Pharmaceutical Industry has set up a task force to research and assess the views of key stakeholders. There is much that companies can do in terms of education in the are of public health that can have a positive effect on the regulatory environment. As health care professionals see this kind of communication is not threatening and patient compliance improves, regulations will change to reflect the new situation. One example of the kind of activity that the ABPI is encouraging is the public awareness campaign on incontinence sponsored by Pharmacia & Upjohn. Previous similar campaigns have run into difficulties. As the industry continues down the consumer road, the quality of information companies use will undoubtably effect the process through which the regulations are relaxed.

Keywords:
*analysis/Europe/direct-to-consumer advertising/DTCA/industry perspective/value of promotion/quality of information/ consumer behaviour & knowledge/ Association of the British Pharmaceutical Industry/ ABPI/ regulation of promotion/consumer demands/Pharmacia & Upjohn/attitude toward promotion/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/INFORMATION FROM INDUSTRY: PATIENTS AND CONSUMERS

 

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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