Healthy Skepticism Library item: 4037

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

Berube B.
The subtle sell: an overview
Canadian Pharmaceutical Journal 1990; 123:397-398

Abstract:

Pharmaceutical companies are engaging in new promotional techniques in Canada: publishing ads with disease messages for consumers and at the same time promoting drugs for these diseases to doctors; copromotion with another companhy; comarketing whereby one company licenses its product to be sold under another name by a second company; marketing drugs through sponsorship of continuing medical education; disease oriented newsletters produced by drug companies; and seeding trials. Absent from this strategy is the pharmacist, except at a product’s launch.

Keywords:
*analysis/Canada/ marketing strategies/ doctors/ pharmacies and pharmacists/PROMOTION DISGUISED: CLINICAL TRIALS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING/PROMOTIONAL TECHNIQUES: MISCELLANEOUS