Healthy Skepticism Library item: 4423

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: news

Shantz M.
Prescription drug advertising
1992 Feb 2-449

Abstract:

The goal of advertising is to try and match a product to a patient. The roles and functions of advertising are educational, to create and maintain brand loyalty, to help sponsor continuing education and to help to move the wheels of commerce. Journal ads are there to generate interest and brand loyalty. Usually the emphasis is on the benefits in body copy and there is very little reference to risk except in the prescribing information which is often at the back of the journal. Direct mail also places the emphasis on benefit and risk is described in the product information. Both of these forms of advertising have little educational benefit in terms of trying to calculate a risk/benefit equation. With detail aids, there is an opportunity for dialogue with sales representatives and there is a beginning of an exercise to match product to patient. the PAAB does not have a clear handle on electronic media.

Keywords:
*analysis/Canada/value of promotion/Pharmaceutical Advertising Advisory Board (Can)/doctors/journal advertisements/direct mail/promotional literature/preclearance of advertisements/ATTITUDES REGARDING PROMOTION: REGULATORS AND GOVERNMENT/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS/PROMOTIONAL TECHNIQUES: MISCELLANEOUS/REGULATION, CODES, GUIDELINES: AUTONOMOUS BODIES