Subject Index
 

Rozerem – the first innovation in sleep medicines in nearly 35 years – launched in a highly competitive environment. The goal was to cut through the clutter –- seeding the idea in sleep sufferers' min ...

On August 8, 1997, the United States Food and Drug Administration (FDA) announced new guidelines regulating direct-to-consumer (DTC) advertising of prescription drugs. The following Monday Hoechst Mar ...

Pfizer Inc. emphasized the strength of Zyrtec, a prescription antihistamine, with surreal advertisements that showed people fleeing from allergy-inducing animals and flowers, then taking Zyrtec and re ...

In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant ...

At the turn of the millennium pharmaceutical giant Novartis AG of Switzerland boasted a wide range of products, including one of the industry's most promising stables of prescription drugs awai ...

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat de ...

Since its introduction in 1987, Prozac's sales had boomed, generating significant revenue for its manufacturer Eli Lilly and Company. But the success of this new type of antidepressant—a ...

The pharmaceutical company Sanofi Aventis wanted to develop a loyalty programme for pharmacists, called the “YOUnique club”, so that pharmacists could accumulate points to have access to prizes releva ...

Direct-to-consumer (DTC) prescription drug advertising is one of the fastest-growing advertising categories in the USA and has generated a great deal of controversy among policy makers, physicians and ...

Zelnorm's first direct-to-consumer campaign for IBS-C successfully established the brand and overcame many consumer treatment barriers. DTC campaign objectives were to drive IBS-C sufferers into physi ...

In Australia direct-to-consumer (DTC) advertising of prescription medicines is currently not permitted. Despite a government report that did not recommend a change, pharmaceutical companies have conti ...

Since 1990 in New Zealand, and 1997 in the USA, legislation has controversially allowed brand owners to advertise prescription drugs direct to consumers (DTC), with advertising spends of approaching N ...

New Zealand and the United States are the only two advanced nations to permit direct-to-consumer advertising (DTCA) of prescription medicines, but they use very different regulatory regimes. This pape ...

The primary goal of this qualitative study was to begin to understand and gain insight into how women use the Web to search for health information. This has become an increasingly important area to un ...

While many parts of pharmaceutical advertisements are regulated, each advertisement also contains a promotional component in which the advertiser conveys information to the consumer. The purpose of ...

The advertising of prescription medications directly to consumers (DTC advertising) has become a familiar practice in the USA. As with all advertising spending, key questions include: how effective ...

This paper reviews current controversies surrounding direct-to-consumer (DTC) promotion of prescription drugs in an attempt to address the empirical information void and to provide a framework for s ...

Money, buckets of it, is the indispensable fuel for developing a new drug from a promising molecule into a proven and government-approved contender for physician prescription. More money is required t ...

Pharmaceuticals are a substantial global industry which is unusual in that with few exceptions direct-to-consumer advertising (DTCA) is not permitted. This paper examines the arguments presented for ...

This Best Practice paper looks at the issues involved in advertising pharmaceuticals, especially to Western consumers. It covers OTC (over the counter) activity for non-prescribed drugs, and DTC (dir ...

Direct-to-consumer (DTC) prescription drug advertising has grown significantly over the last few years and extended into a variety of health conditions, even as the controversy around it continues. Ho ...

Despite various surveys of consumer attitudes toward direct-to-consumer (DTC) prescription drug advertising, little is known about the effectiveness of specific advertising campaigns. This article com ...

Some products are so revolutionary that they shoot to fame without advertising. Viagra falls into that category. So why advertise at all? The answer is simple—awareness alone is not enough. Sales took ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment. In accordance with the guidelines governing the marketing of prescrip ...

This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitiv ...

This campaign for a anti-high cholesterol brand required a quick launch to overcome consumer cynicism associated with the need to change brand. Other objectives were to communicate effectively with p ...

In spite of high awareness of Viagra sufferers from erection problemshave been reluctant to seek help. Added difficulties included lack of screening by doctors and the heavy regulation of advertising ...

The 'Trapped' campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new 'flu treatment' category, and moti ...

This new campaign for Flovent attempted to challenge the way asthmatics thought about treating their disease. Instead of accepting daily symptoms such as coughing and wheezing as a way of life, we ed ...