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Pharmaceutical AdvertisingA Business School Perspective
Yoram (Jerry) Wind, PhD
Arch Fam Med. 1994;3(4):321-323.
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IN A PRESS RELEASE on February 25, 1993, Congressman Henry A. Waxman stated that, "to bring drug prices down, we must focus on the ten billion per year spent on wasteful and detrimental advertising and promotion, which is further subsidized by federal tax deductions." Is this description of pharmaceutical advertising as wasteful, detrimental, and a cause of increased prices accurate? The purpose of my report is to briefly examine these accusations by focusing on current knowledge concerning the value of advertising in general, the evidence concerning the value of pharmaceutical advertising, and some of the expected changes in pharmaceutical advertising.
THE VALUE OF ADVERTISING
Advertising is paid, nonpersonal communication through which an identified advertiser (eg, a firm, a nonprofit organization, or an individual) sends a message to a target audience with the hope of informing, educating, and persuading.1 Advertising, as part of an overall communication program, is a critical
. . . [Full Text PDF of this Article]
Author Affiliations
University of Pennsylvania Philadelphia
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