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