Healthy Skepticism Library item: 13807

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: news

Alphapharm promo
Pharmacy Daily (Australia) - registration required 2008 Jun 20
http://www.pharmacydaily.com.au

Full text:

ALPHAPHARM yesterday launched a new consumer awareness campaign, including TV and radio commercials and instore collateral, encouraging consumers to choose generics.

There’s also a trade campaign encouraging pharmacies to increase rates of substitution.

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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