Healthy Skepticism Library item: 6695

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

Talbot-montgomery E.
Seizing the opportunities for direct-to-consumer promotion
Scrip Magazine 1996 Oct; (49):45-47
www.pjbpubs.co.uk/scrip/scrhome.html

Abstract:

The internet presents an opportunity for pharmaceutical companies to establish a relationship with consumers, whno are traditionally off-limits as a pharmaceutical marketing audience, but also to disseminate product-specific information across national boundaries. Direct-to-consumer promotion on the internet offers tremendous possibilities for growth. Given the educated nature of people using the internet any pharmaceutical company opting to launch a direct-to-consumer campaign on the Web must distance itself from direct promotion of both the company and its specific products in the material presented if it wishes to be accepted as a credible source of information.

Keywords:
*analysis/direct-to-consumer advertising/DTCA/Internet/ marketing strategies/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/PROMOTIONAL TECHNIQUES: INTERNET ADVERTISING

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909