Marketing Manipulation by the Drug Companies is Enough to Make You Sick!

Michael Kamins

Chapter 9 in Marketing Manipulation:A Consumer's Survival Manual, 2018, pp 123-138 from World Scientific Publishing Co. Pte. Ltd.

Abstract: According to a report by CBS News Healthwatch, based on scholarly publications, nearly a third of all adults initiated discussion with their doctors about drugs they saw advertised on television, with approximately half of those adults receiving a prescription. Back in 1999, DTC advertising on behalf of big pharma amounted to $791 million, while in 2016 it rose almost seven fold to over $5 billion dollars Indeed, advertising from the pharmaceutical industry is especially effective in motivating purchase from the perspective of the prescribing doctor, consider the fact that when surveyed by the FDA, 58% of physicians thought that DTC advertising made the drug advertised seem better than it is. Consider that those surveyed here were PHYSICIANS and not the potential consumer who arguably is less educated and might be even more susceptible to the effects of advertising! In addition, prescription drugs that are supported with DTC advertising have in the past been shown to grow in terms of the number of written prescriptions by seven times faster than drugs not supported by DTC advertising.

Keywords: Marketing; Consumer Behaviour; Pricing; Product; Promotion; Distribution (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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