Healthy Skepticism Library item: 8916

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

Glaser M.
Chains far outrun independents in advertising OTCs, Rxs
Drug Topics 1996 Mar; 140:14s, 16s

Abstract:

The results of a survey of 349 community pharmacists conducted to examine pharmacy advertising strategies for 4 broad product categories, generic OTC medications, brand-name prescriptions, generic prescription drugs, and brand-name OTCs, are presented. According to the poll, more chains advertised each product category than did the independents. For 3 of the categories, fewer than 1 in 2 independents did any advertising at all, and that included such low-cost methods as posting of generic/brand name prices in the store, or window displays and signs. Generic OTCs were the one exception to the independents’ reluctance to advertise, with a majority (57%) of the independents making some effort. The majority of chain respondents, on the other hand, advertised all 4 product categories. The range was from 82% for brand-name prescriptions to 90% for generic OTCs. Reviewing the pharmacists’ list of most effective media across the board, it was noteworthy that coupons appeared in all 4 categories, whether the respondents were chain or independent people. Newspapers did almost as well.