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Pharmaceutical advertising: from prospectus to marketing
Correspondence to:
Correspondence to:
MsB Cambronero-Saiz
Carretera San Vicente del Raspeig s/n Alicante,Alicante 03690, Spain; belen.cambronero@ua.es
| The first 150 words of the full text of this article appear below. |
Some 30 years ago, Henry Gadsen, director of Merck Pharmaceuticals, confided to Fortune magazine that he was worried about the potential market for his products being confined to sick people. Three decades on, the marketing strategy of the major pharmaceutical companies is increasingly being specifically aimed at healthy people.1
Advertising is one of the marketing strategies used by pharmaceutical companies to inform both the end user and doctors prescribing treatment. However, advertising messages are characterised as a mixture of information and persuasion (from prospectus to marketing), as they use rational sales discourse implemented through advertising language, possibly creating the need to use pharmacological treatment, which may not always be necessary or the most effective solution to the problem.
Although it is true that we cannot do away with advertising, it also needs to be read critically. This would allow us to take informed decisions regarding the quality of pharmaceuticals, based
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