If drug advertising restrictions are loosened, how should marketers respond?

‘Two-legged bundles of diagnoses.’ That is what John Hoey, editor of the Canadian Medical Association Journal, in a strongly worded editorial, termed consumers who are hit with an onslaught of pharmaceutical direct-to-consumer advertising (DTCA). The editorial, published in the Sept. 2 issue of the journal, went on to say that drug-makers shouldn’t advertise, as it elevates prescription drugs to commodity status.


Pharmaceuticals get wired

‘TV is not the way to go’ – marketers apply proven methods for reaching doctors to the consumer market