Healthy Skepticism Library item: 4112

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

Smeeding JE.
Direct-to-consumer advertising of prescription pharmaceuticals: strategic issues for the pharmaceutical industry.
Top Hosp Pharm Manage 1990 May; 10:(1):40-64

Abstract:

The goal of this analysis is to explore the factors that must be considered by the marketing management and leadership of pharmaceutical companies as they consider direct-to-consumer advertising of prescription drugs (DTCA-Rx). The analysis is broken down into four major sections. The first section is an overview of the pros and cons of this marketing technique as well as the geneology of its use. The second section addresses the regulatory history necessary to understand, develop and assess a reasonable DTCA-Rx marketing strategy. The third section reviews the opinions of health professionals regarding DTCA-Rx. The final section considers marketing strategies and uses critical factor analysis to determine the proper motivation for and implementation of DTCA-Rx. Information has been gathered from marketing executives associated with drug manufacturers utilizing DTCA-Rx.

Keywords:
*analysis/United States/direct-to-consumer advertising/regulation of promotion/Food and Drug Administration/FDA/value of promotion/attitude toward promotion/doctors/pharmacies and pharmacists/general public and consumers/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/ATTITUDES REGARDING PROMOTION: INDUSTRY/ATTITUDES REGARDING PROMOTION: REGULATORS AND GOVERNMENT/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION Advertising* Drug Industry* Legislation, Drug* Marketing of Health Services Planning Techniques Prescriptions, Drug* United States

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909