Healthy Skepticism Library item: 5679

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

Critser G.
Dealing a new antidepressant: little pills get a big push onto the market
Harper’s 1993 May54-55

Abstract:

Pfizer sent 150000 pads (in addition to free drug samples, pens and paperweights) to whoever might prescribe an antidepressant to promote its new antidepressant Zoloft.

Keywords:
*analysis/United States/promotion costs and volume/Pfizer/Zoloft/depression/promotional literature/EVALUATION OF PROMOTION: DIRECT MAIL/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: PSYCHIATRIC DISEASES/VOLUME OF AND EXPENDITURE ON PROMOTION

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963