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Essays on the advantages of direct to consumer advertising
Essays on the advantages of direct to consumer advertising
Essays on the advantages of direct to consumer advertising
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Direct-to-consumer (DTC) marketing of pharmaceuticals has grown increasingly in the past decade. The American public views prescription drug advertising for a wide range of medical conditions, including high cholesterol, depression, allergies, and erectile dysfunction. The Federal Food and Drug Administration (FDA) regulates the content of these advertisements. Critics also have taken the position that the advertisements garner unearned trust from the public, are misleading, and promote unnecessary use of prescription drugs for common problems associated with aging. Proponents counter that DTC ads help eliminate stigmas associated with certain medical conditions, give patients an active role in their health care management, and encourages the doctor/patient relationship. There have been calls for bans on DTC pharmaceutical advertising, but the practice is protected under a business’s right to free speech. Regulation changes, particularly requiring the FDA to pre-approve marketing campaigns before they are released to the public, may be one way to appease opponents, while protecting the rights of pharmaceutical manufacturers to advertise to the average American consumer. The FDA was given the authority to approve pharmaceutical products for marketing in the U.S. as a result of the Federal Food, Drug, and Cosmetic Act, passed in 1938 (FDA par 2). In 1960’s, the agency issued final regulations for prescription drug advertising, which stipulated that these ads must not be false or misleading, present a “fair balance” of information describing both the risks and benefits of a drug, include facts that are “material” to the product’s advertised uses, and include a “brief summary” that mentions every risk described in the product’s ... ... middle of paper ... ...in the Twentieth Century”. American Journal of Public Health. May 2010. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2853635/. Web. 8 April 2014. Ventola, C. Lee. “Direct-to-Consumer Advertising Therapeutic or Toxic?” Pharmacy & Therapeutics. October 2011. www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/#b5-ptj3610669. Web. 5 April 2014. Almasi, EA. “What are the Public Health Effects of Direct-to-Consumer Drug Advertising?”.PLoS Med. 2006 Mar. http://www.ncbi.nlm.nih.gov/pubmed/1656304. Web. 5 April 2014. Lyles, Adam. “Direct Marketing of Pharmaceuticals to Consumers.” Annual Review of Public Health, volume 23. 2002. Print. Auton, Frank. “Opinion: The Case for Advertising Pharmaceuticals Directly to Consumers”. Future Medicinal Chemistry. July 2009. http://www.ncbi.nlm.nih.gov/pubmed?term=Auton%20F%5BAuthor%5D&cauthor=true&cauthor_uid=21426028. Web. 20 April 2014.
In Melody Peterson’s “Our Daily Meds” , the history of marketing and advertising in the pharmaceutical industry is explored. The first chapter of the book, entitled “Creating disease”, focuses on how major pharmaceutical companies successfully create new ailments that members of the public believe exist. According to Peterson, the success that these drug manufacturers have experienced can be attributed to the malleability of disease, the use of influencial people to promote new drugs, the marketing behind pills, and the use of media outlets.
As each product has its own unique segment, target market, and symptoms relief, those differences are going to be essential to promote each product value to prevent cannibalization. Thus the best advertising agency was selected to provide us the best response.
Kotler, P., & Keller, K. L. (2009). A framework for marketing management: Integrated with PharmaSim. Upper Saddle River, NJ: Pearson Prentice Hall.
In order to take advantage of this demand, five billion dollars is spent by the pharmaceutical industry on marketing each year. This marketing, usually in the form of advertisements, often distorts facts and makes the necessity for drug treatment seem greater.... ... middle of paper ... ... Washington, D.C.:
Mary Louise Fleming, E. P. (2009). Introduction to Public Health. Chatswood, NSW, Australia: Elsevier Australia.
since the FDA allowed companies to advertise directly to consumers we saw an increase in
International Journal of Epidemiology 36.6 (2007): 1229-234. International Journal of Epidemiology. Oxford University Press, 28 Sept. 2007. Web. The Web.
1-34). The. San Francisco, CA: Jossey Boss. The American Public Health Association. (2003). The 'Secondary' of the 'Secondary'.
3Walker, Hugh: Market Power and Price levels in the Ethical Drug Industry; Indiana University Press, 1971, P 25.
Sharpe, Katherine. “Medication: The Smart-pill Oversell.” Nature: International Weekly Journal of Science. Nature Publishing Group. 12 Feb. 2014. Web. 7 March 2014.
Page-Reeves, J., Niforatos, J., Mishra, S., Regino, L., Gingrich, A., & Bulten, J. (2011). Health
Retrieved August 20, 2010 from http://www.kff.org/healthreform/7920.cfm
The trend in pharmaceutical marketing has hit an all time high now more than ever before in your faces whether it be via every other commercial on television, cable ads, internet pop-ups, or electronic billboards. Pharmaceutical marketers are hard after your money. In this week’s discussion concerning marketing segmentation has, my product is AndroGel 1.62%. AndroGel’s sales marketing at $80 million in advertising is geared toward testosterone hormone replacement therapy helping men raise their low testosterone level (“Low T”). The company’s approach is that of a “first mover strategy” attempting to grab the largest market share by being the first to offer testosterone hormone replacement therap...
American Journal Of Public Health103.1 (2013): 27-31. Business Source Premier.
Dofman, Woodruff and Wallack (1993) stated that public service advertisement used for selling good health behaviors. Personal behavior will determine their own health status. They believe that health promotion advertising has been used to benefit the advertisers and industry. The mass media provide the solution of health problem. The public health professionals need to take the risk to use the advertising to change the attention from the personal to social. Health advertisement helps the company to sell their health product such as product that can lose weight, increase antibody, and multivitamin product. The health –rela...