Healthy Skepticism Library item: 7973

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

Bloom MZ.
Direct-to-consumer advertising provides challenge to managed care
Journal-of-Managed-Care-Pharmacy 1999 Mar-Apr; 5:101-103, 106

Abstract:

Some aspects of direct-to-consumer advertising of prescription drugs and the implications of this type of advertising for managed care systems are discussed.

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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