Healthy Skepticism Library item: 8459

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

Laitin JA, Getyer EG.
Borrowing a European success: prescription pad advertising
Pharmaceutical Executive 1982 Dec; 2:38-39

Abstract:

The introduction of prescription pad advertising to physicians in the United States is presented. The target of advertising is achieved by presenting the ethical drug’s advertising message on the inside cover of the prescription pad. The physician’s exposure to the ad is in a direct one-to-one correlation with the number of prescriptions he writes. There is a strong agreement among advertisers that constant exposure to an ethical drug ad, particularly when it is presented as an exclusive message, will increase the physician’s inclination to prescribe that product over others in the same therapeutic category.