Healthy Skepticism Library item: 4506

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

Preuss K.
New approaches to promotion in the EC
Scrip Magazine 1992 Oct; (8):23-26

Abstract:

The European Community directive on advertising will have a profound effect on the way in which pharmaceutical products are promoted in Europe. The type of product being promoted determines the most effective way of communicating with target markets. There are four distinct approaches that can be taken: focusing on the added value of the product through rational arguments; generating a feeling about a product through simple messages; reassuring the prescriber about the product through personal contact; establishing a habit through the use of direct mailings, journal advertisements and other low cost media. There is a distinct possibility that the breadth of the European Community directive could lead companies to take one of two major strategies-compliance or confrontation. There are several strategies which companies could examine, among them consumer education programs, sponsorship of health-related programs and electronic marketing. An important element will be the development of “hybrid systems” combining high- and low-cost strategies as well as high- and low-iimpact approaches to reach the key customers. It is important that all EC countries should rapidly establish effective mechanisms for self-regulation to avoid further rigid legislative restrictions of the sort which have been proposed in the United States.

Keywords:
*analysis/European Union/regulation of promotion/influence techniques/attitude toward promotion/industry perspective/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: INFLUENCE TECHNIQUES/PROMOTIONAL STRATEGIES: INDUSTRY/REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION