Healthy Skepticism Library item: 4229

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

Sibbison JB.
Prescription drug advertising to the public
Lancet 1991; 337:724

Abstract:

Drug companies are advertising directly to consumers. An example of an ad for Rogaine from Upjohn is discussed. In addition, companies are employing other new forms of promotion including videotapes sent to television newsrooms and celebrity endorsements.

Keywords:
*news story/United States/ celebrities/ direct-to-consumer advertising/ DTCA/ news videos/Rogaine/Upjohn/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/PROMOTIONAL TECHNIQUES: ENDORSEMENTS/PROMOTIONAL TECHNIQUES: MISCELLANEOUS

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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