Healthy Skepticism Library item: 8863

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

Hoare RG.
Pharmaceutical company
Postgrad Med J 1974 Feb; 50:85-87

Abstract:

The beneficial effects of trade name prescribing for the pharmaceutical industry are discussed. Trade name prescribing benefits the industry by providing income to support research and development of drugs, and is essential to protect a company during the patent life of a product.

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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