Healthy Skepticism Library item: 4156

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

Saade C, Huff-Rousselle M.
Pakistan: Should ORS be marketed like other drugs?
Dialogue on Diarrhoea 1990 Sep; (42):6

Abstract:

In Pakistan over 90% of the US$7.5 million spent each year on treatment for diarrhea is spent on “anti-diarrheal” drugs which are ineffective and potentially dangerous. The best-selling anti-diarrheal drugs in Pakistan are all produced by subsidiaries of multinational companies with tremendous marketing strength. The main marketing technique in Pakistan is “detailing” which involves members of the 50 to 80 person sales force of each company making regular visits to most doctors in the country. Before and during the diarrhea season company representatives increse the emphasis on anti-diarrheal drugs by handing out promotional literature and free samples. This activity is backed up by advertising in medical journals and by techniques aimed at pharmacists: giving free goods, bonus offeres and sales incentives. Only one company carried out promotion of ORS. The relatively weak market position of ORS may be one reason why it is not used more often.

Keywords:
*analysis/Pakistan/developing countries/diarrhea/ORS/sales representatives/quality of prescribing/research-based manufacturers/EVALUATION OF PROMOTION: DETAILING/INFLUENCE OF PROMOTION: ACCESS TO ESSENTIAL DRUGS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPING COUNTRIES/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: DIARRHEA