In what way can pharmaceutical marketing improve public health

1. In what way can
Pharmaceu/cal Marke/ng
improve public health
HU, HONG-CI (Amber)
20/08/2014

2. Diarrhea!!
Irritable Bowel
Syndrome
Gastroenteri/s
Colorectal Cancer
Although there are some moral
issues, pharmaceu4cal
marke4ng s4ll makes significant
contribu4on to public health.

3. Pharmaceu/cal Marke/ng
improves public health?
• Defini/on
• Challenge of public health
• Evalua/on of Approaches
– Physician promo/on
– Direct-to-consumer adver/sing
• Conclusion

4. Pharmaceu/cal Marke/ng is…
• To actualize pharmaceu/cal care (Smith, 1991)
• An informa/on con/nuum (Levy, 1994):
- prac/cal therapeu/c tools
- useful to health care system
‘marke/ng’

5. Challenge of public health
• Cost of healthcare?? (Mascarenhas et al., 2013)
Underused resource (Bernhardt, 2006) due to…
Informa4on Asymmetry!!
only health professionals possess specialized
knowledge
ü To conquer the gap of health
communica/on (Delbaere and Smith, 2014)

6. How Pharmaceu/cal Marke/ng works
Tac/cs (Rollins and Perri, 2014):
• Profit-seeking scheme?? (Applbaum, 2006)
The main channel to reach target audience (Bonaccorso and
Sturchio, 2002)
physician promo4on direct-to-consumer
adver4sing
ü To benefit general public
- Tegaserod by Novar.s: Irritable Bowel
Syndrome (Dorn et al., 2009)

7. Physician promo/on
• Influences professional behaviors??
(Narendran and Narendranathan, 2013; Wazana, 2000)
promo4onal brochures, adver4sing in
journals, free medica4on samples, and giAs
(Cardarelli et al, 2006)
ü Drug-informa/on provider (Spiller and
Wymer, 2001; Cardarelli et al., 2006)
• Poten/al treatment op/ons and market
compe//on (Dave, 2013)

8. Direct-To-Consumer adver/sing
• Over-adver/sing causes disease
mongering??
– Viagra by Pfizer: Female Sexual
Dysfunc/on (Tiefer, 2006)
adver/sing on broadcast, print media, and oblique
television ads that omieed the name of the drug and
illness (Dave, 2013; White, 2006 )
ü A broader concep/on is warranted
(Moynihan and Henry, 2006)

9. • Educa/onal mission (Wilkes et al., 2000)
• Emo/onal appeals => confidence (Dorn et al., 2009)
• Ac/ve par/cipants (Frosch et al., 2007; Gellad and Lyles, 2007)
⇒ Discussion between doctors and pa/ents
⇒ Self-management
- Xenical by Roche: obesity/overweight (Fox et al., 2005)

10. • Pharmaceu/cal Marke/ng
- Prediges/ng medical informa/on
- DTP & DTC
• Contribu/on to public health (Rollins and Perri, 2014)
- earlier symptom recogni/on
- raising treatment rate
- outcomes improvement

12. Reference
• Applbaum, K. (2006). Pharmaceu/cal marke/ng and the inven/on of the medical consumer. PLoS
Medicine, 3(4), e189.
• Bernhardt, J. M. (2006). Improving health through health marke/ng. Preven.ng chronic disease, 3(3).
• Bonaccorso, S. N., & Sturchio, J. L. (2002). For and against: Direct to consumer adver/sing is medicalising
normal human experience: Against. BMJ: Bri.sh Medical Journal, 324(7342), 910.
• Cardarelli, R., Licciardone, J. C., & Taylor, L. G. (2006). A cross-sec/onal evidence-based review of
pharmaceu/cal promo/onal marke/ng brochures and their underlying studies: Is what they tell us
important and true?. BMC Family Prac.ce, 7(1), 13.
• Dave, D. M. (2013). Effects of Pharmaceu.cal Promo.on: A Review and Assessment (No. w18830).
Na/onal Bureau of Economic Research.
• Delbaere, M., & Smith, M. C. (2014). Literally Experts: Exper/se and the Processing of Analogical
Metaphors in Pharmaceu/cal Adver/sing. Health Marke.ng Quarterly, 31(2), 115-135.
• Dorn, S. D., Farley, J. F., Hansen, R. A., Shah, N. D., & Sandler, R. S. (2009). Direct-to-consumer and
physician promo/on of tegaserod correlated with physician visits, diagnoses, and
prescrip/ons. Gastroenterology, 137(2), 518-524.
• Fox, N. J., Ward, K. J., & O’Rourke, A. J. (2005). The ‘expert pa/ent’: empowerment or medical dominance?
The case of weight loss, pharmaceu/cal drugs and the Internet. Social Science & Medicine, 60(6),
1299-1309.
• Frosch, D. L., Krueger, P. M., Hornik, R. C., Cronholm, P. F., & Barg, F. K. (2007). Crea/ng demand for
prescrip/on drugs: a content analysis of television direct-to-consumer adver/sing. The Annals of Family
Medicine, 5(1), 6-13.

13. • Gellad, Z. F., & Lyles, K. W. (2007). Direct-to-consumer adver/sing of pharmaceu/cals. The American
journal of medicine, 120(6), 475-480.
• Levy, R. (1994). The role and value of pharmaceu4cal marke4ng. Archives of family medicine, 3(4), 327.
• Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. D. (2013). On Reducing Informa/on Asymmetry in US
Health Care. Health marke.ng quarterly, 30(4), 379-398.
• Moynihan, R., & Henry, D. (2006). The fight against disease mongering: genera/ng knowledge for
ac/on. PLoS Medicine, 3(4), e191.
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prac/ces of physicians.
• Rollins, B. L., & Perri, M. (2014). Pharmaceu5cal marke5ng. Jones & BartleU Publishers.
• Smith, M. C. (1991). Pharmaceu5cal marke5ng: strategy and cases. CRC Press.
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sources: an examina/on of pharmaceu/cal marke/ng to physicians. Health marke.ng quarterly, 19(1),
91-106.
• Tiefer, L. (2006). Female sexual dysfunc/on: A case study of disease mongering and ac/vist
resistance. PLoS Medicine, 3(4), e178.
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373-380.
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