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Healthy Skepticism Library item: 9663

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

Pack size changes and six month delay planned
Pharmaceutical Journal 1985 Nov 30; 235:712


Abstract:

Proposals of the Association of the British Pharmaceutical Industry for the introduction of original pack dispensing (OPD) in Great Britain are presented. The proposed target for OPD is to have the majority of packs presented as original packs by July, 1987, and the changeover in prescribing and dispensing practices by July, 1988. The original dates were January, 1987, and January, 1988, respectively. Details of pack sizes were also slightly altered in the new draft. The original plan was for 7 and 28 day packs only. The new plan allows for a variety of pack sizes, but companies producing a product with the same active substance should adopt the same pack quantity. Short term treatment products are to be based on the manufacturer’s recommendations for 7 days. For chronic treatment, packs should be based on the quantity required for 28 days. For products to be taken as required, pack sizes should be based on the most frequently prescribed quantity.

 

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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