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