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Healthy Skepticism Library item: 9517

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

Gagnon JP.
Defining and marketing value-added pharmacy services in a community pharmacy. Part 1
Pharmacy Times 1989 Aug; 55:61-62, 66-67


Abstract:

Personalized pharmacy service in the community pharmacy is discussed. Factors that affect personal service such as prescription volume and inflation, the dynamics of the marketplace and steps to initiate a value-added pharmacy services program, including identifying and selecting services, implementing, promoting and advertising services and obtaining feedback and fine-tuning these services, are described.

 

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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