Healthy Skepticism Library item: 4672

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

Bentley , Marjorie .
Drug advertising requires special rules for a special marke
CMAJ 1993; 149:209-210, 212

Abstract:

Drug advertisements in medical journals cost companies about $51 million annually and a 1990 survey found that 46 companies reported spending about $186 million per year on marketing activities ranging from journal ads and direct mailings to educational seminars. At least 35 Canadian ad agencies have at least one major client in the pharmaceutical field. The Pharmaceutical Advertising Advisory Board is the agency that regulates advertising in Canada. The PAAB code makes creating interesting ads more difficult. Drug manufacturers and their ad agencies realize that credibility is crucial and that loss of credibility means the loss of a physician’s attention. They do not believe that any amount of advertising will get doctors to prescribe a drug when it is not necessary.

Keywords:
*news story/Canada/promotion costs and volume/industry perspective/regulation of promotion/value of promotion/quality of prescribing/Pharmaceutical Advertising Advisory Board (Can)/ reputation of company/preclearance of advertisements/ATTITUDES REGARDING PROMOTION: INDUSTRY/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS/REGULATION, CODES, GUIDELINES: AUTONOMOUS BODIES/VOLUME OF AND EXPENDITURE ON PROMOTION

Notes:

Reply from: Emmanuel Somers, Canadian Medical Association Journal 1993;149:1230.