Healthy Skepticism Library item: 4333

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

Data JL, Barton KS.
Advertising baldly to the public
New England Journal of Medicine 1992; 326:330-331

Abstract:

The advertisement in question tries to mimic the decision-making process that a man would go through when trying to decide about what to do about baldness. Doctors will not initiate a discussion about a sensitive issue like baldness and therefore Upjohn considers it essential to inform the public that medically proven treatments exist.

Keywords:
*letter to the editor/United States/industry perspective/Upjohn/Rogaine/DTCA/direct to consumer advertising/broadcast advertisements/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING