Healthy Skepticism Library item: 4225

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

Ruby LA, Montagne M.
Direct-to-consumer advertising: a case study of the Rogaine® campaign
Journal of Pharmaceutical Marketing & Management 1991; 6:(2):21-32

Abstract:

Pharmaceutical marketing has evolved in response to changing forces in the health care environment. Several parties now have a substantial interest in how and why specific pharmaceutical products are prescribed. In response, direct-to-consumer advertising (DTCA) of prescription drugs has gained considerable popularity. This paper reviews the DTCA marketing campaign designed and implemented by the Upjohn Company for Rogaine® (topical minoxidal). The actual and potential advantages and disadvantages of this new marketing strategy are identified and recommendations are made for future marketing efforts.

Keywords:
*analysis/United States/direct-to-consumer advertising/Rogaine®/Upjohn/consumer behaviour & knowledge/hair loss/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS