Healthy Skepticism Library item: 4017

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

Cearnal ME.
Journal advertising works
Medical Marketing & Media 1989 Oct 20; 24:(12):4,6-10

Abstract:

Two recent studies by respected research firms attest to the continuing power of journal advertising to communicate with physicians, create awareness, and influence behaviour.

Keywords:
*news story/United States/journal advertisements/market share/level of awareness of ads/doctors/ad recognition/INFLUENCE OF PROMOTION: MARKET SHARE/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS

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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