Healthy Skepticism Library item: 4425

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

Smith MC.
Future possibilities in pharmaceutical promotion
Journal of Drug Issues 1992; 22:471-480

Abstract:

Future possibilities are described in the field of pharmaceutical promotion. They include developments in media used, the targets for promotional messages, the appeals used in promotion, and the regulatory environment in which promotion occurs. A proposal is offered for consideration whereby effectiveness and efficiency in promotion are recognized and perhaps rewarded.

Keywords:
*analysis/direct mail/doctors/direct-to-consumer advertising/regulation of promotion/Food and Drug Administration/FDA/value of promotion/journal advertisements/sales representatives/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: DIRECT MAIL/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION