Healthy Skepticism Library item: 9448

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

Spaulding CD, Josephs JW.
Is Rx couponing a viable direct-marketing technique?
Am Pharm 1992 Jan; NS32:(1):67-71

Abstract:

The use of comparative product-specific prescription coupons as a direct marketing technique to consumers by the pharmaceutical industry is discussed. The medical and cost implications of these types of coupons, the perceptions of physicians and consumers of this type of promotion, and legal issues surrounding this market technique are described.

Keywords:
Advertising*/legislation & jurisprudence Advertising*/trends Drugs, Generic Humans Insurance, Pharmaceutical Services Legislation, Pharmacy Pharmacies/economics* Prescriptions, Drug/economics United States

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent societyâ€™s public-health interestsâ€¦
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, MÃ©decins Sans FrontiÃ¨res and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.