SEARCH · Search PubMed
Search indexed PubMed citations on genomics, clinical trials, systematic reviews and public health. Explore titles, authors and supplied subject terms, then open the PubMed record.
Quote a phrase for an exact phrase match. Source license links do not imply unrestricted reuse.
A hospital materials manager reports that a supplier has offered his hospital some advertising and promotional allowances. He wonders what laws govern these allowances and how the courts have interpreted them. In this dialogue, Dr. Decker develops the law relating to advertising and promotional allowances given by manufacturers and suppliers.
The authors examine differences between physicians and consumers in their ratings of physician advertising in the yellow pages. Four versions of a hypothetical yellow pages ad were tested that differed in the amount and type of information included. The results provide some interesting insights into the value of the yellow pages as an advertising medium.
Content analysis was performed on 1,007 Yellow Pages dental display ads to investigate whether such advertisements include the information important to consumers. The authors found a significant information gap between what consumers considered important when selecting a dentist and the information provided in the advertisements. The research was supported in part by a grant to Caroline Fisher from the American Marketing Association.
Providers of physician referral services (PRSs) often focus advertising toward consumers who are least aware that such services exist. However, focusing advertising toward a more aware audience might be more useful. A recent study found that consumers most familiar with health care services are most likely to remember the concept of a PRS. Since these consumers may discuss PRSs with others, there appears to be value in promoting PRSs to more aware consumers as intermediaries to diffuse information to less aware consumers.
Yellow pages advertisements of 252 hospitals in 13 geographically separated metropolitan areas are content analyzed. Nearly 2,000 content items are classified into 13 categories and approximately 60% of them deal with specific hospital services. Discrepancies between some of the hospitals' advertisement contents and previously identified hospital attributes favored by consumers are discovered. Recommendations regarding hospitals' use of this promotional media are made.
Much HMO advertising is executed with technical proficiency, but a high level of technical skill cannot compensate for poor objectives, an inadequate analysis of the business situation, or a lack of advertising effectiveness. Industrial marketing techniques often involve person-to-person selling via a sales staff, sales reps, on-site technical assistance and informational meetings, team selling, etc. Some HMOs also employ these techniques. In general, the promotional focus in these situations is not on mass media; communication tends to be in support of personal sales activities. These personal techniques are used because of the difficulty of selling complicated products or services. Is an HMO a simple product/service? If it is not, consumer promotional tactics will probably be ineffective. If used, these promotional tactics probably will be unintelligible because "consumers" do not select HMOs; their employers do.
Close cooperation between advertising agencies and their clients is an essential ingredient of a successful advertising campaign. Expectations and responsibilities must be clearly defined in writing, and realistic deadlines should be set and adhered to. Campaigns lacking these crucial components are handicapped from the start, and results produced will be less effective than a carefully planned and executed campaign.
The changing marketplace and the competitive atmosphere makes advertising increasingly necessary for health care providers. Alternative delivery systems are already using the media to promote their products and hospitals will also need to market the services they provide. This article traces the history of health care advertising and outlines how to prepare an effective media plan.
How do consumers view healthcare advertising? This question, along with many others, was addressed in a national survey conducted by Market Strategies for The Alliance For Healthcare Strategy And Marketing, and presented during The Alliance's annual advertising and promotion conference last June.
The main aim of this study was to establish the primary sub-specialist interest of a group of senior general surgical trainees and compare these results with the required sub-specialist interests in consultant vacancies advertised in the British Medical Journal between 3.1.98 and 25.12.99. Colorectal surgery was the most popular sub-specialty amongst trainees (29.4%) followed by upper gastrointestinal/hepato-pancreato-biliary (UGI/HPB) (27.2%) and vascular surgery (24.3%). The least popular sub-specialties were breast/endocrine (11.4%) and transplant (2.9%). A total of 324 consultant jobs were advertised, with the sub-specialist interest required as follows: Colorectal (25.6%), breast/endocrine (23.5%), vascular (20.4%), UGI/HPB (12%) and transplant (5.6%). Although this study only covers a two-year period, there are obvious discrepancies between trainees' sub-specialist interests and consultant vacancies. Whilst the jobs to trainees ratios are well matched in colorectal and vascular surgery, it appears that there are not enough transplant or breast trainees and too many UGI/HPB trainees for the number of jobs available. This problem needs urgent attention to avoid service shortfalls in unpopular sub-specialties and to avoid training people for jobs that do not exist.
Referring to the INSIGHT trial published in The Lancet, Bayer Netherlands states in an advertisement in Dutch medical journals that nifedipine reduces cardiovascular events by 50% in patients with hypertension and at least one additional risk factor. However, the agent studied in the INSIGHT trial did not reduce cardiovascular events in comparison to treatment with a diuretic. On the contrary, the incidence of myocardial infarction increased (fatal infarction even increased significantly), and the risk of stroke was not significantly reduced. Therefore the advertisement is misleading.
On January 20th of the 10th year of the Meiji era (1877) the government enforced the laws regulating patent medicines. Since then patent medicines were frequently attacked in the newspapers. Abuses of patent medicines became the target of criticism. Yukichi Fukuzawa had carried his comments against abusing patent medicines in "Minkanzasshi" for 4 days from March 24th in the 11th year of the Meiji era. Abuses of patent medicines prevented medical science from progressing. He pointed out the responsibility of newspapers which printed advertisement of ineffective patent medicines. "The kanayomi" which was a small newspaper company refuted his comments. Jihei Morita published the magazine "Houtan" in person, and he ran many advertisements about patent medicines. In October in the 15th year of the Meiji era, the law, which imposed a tax on patent medicines was enacted. In addition to the censure against patent medicines were an account in the newspaper successively. However, at the same time, these accounts had serious consequences the traders of medicine and they went to law by the reason which they led to serious interference with their business.
The article is the part of the author's doctor thesis. She has presented in historical bearing the evolution of opinions started from the advertising of commercial character: the advertising of medicine produced by a physician, his special abilities etc. to the regulated by strict guidelines issued by the chambers of physicians = informations, necessary for the patients. Presenting in detail the rules binding in this range the author quite sceptically is treating their real observation in past.
Edited by a Portuguese publisher in Paris, in 15.000 copies, to be sold in Portugal and in Brazil, the revue A Illustração propagated the progress accomplished by French science and industry in the pharmaceutical, medical and cosmetic domaine. It followed with particular interest the work of Pasteur and nearly every advertisement that is published on the subject of health made reference to either medicine or products of French origin. Such advertisements reflect the great concern of the times with matters of hygiene, both public and private.
A number of Dutch medical journals have carried an advertisement promoting doxazosin in the treatment of hypertension in patients with type 2 diabetes mellitus. No long-term randomised clinical trials have examined the cardiovascular outcomes of the alpha-adrenergic blockers to which doxazosin belongs. The drug was removed from the largest study into blood pressure and cholesterol reduction ever performed until now (the antihypertensive and lipid-lowering treatment to prevent heart attack trial), due to an increased incidence of cardiovascular events and in particular congestive heart failure. The clinical significance of its insulin-sensitivity improving and lipid-neutralising effects in small-scale, short-term, small patient-group studies are ambiguous. Accordingly, national and international guidelines omitted the drug in their treatment recommendations. The advertisement claims are therefore misleading.
It seems necessary to bring further information after Mr. Portenart's paper. The "Almanach" published by "Pharmacie Brunot" was a good example of advertising pharmacists used at the beginning of the XXth century. It is not abnormal and advertising were numerous during the first fifty years of the century.
After Second World War, a debate sets in France the partisans and the detractors of the radio advertisement, in particular pharmaceutical advertisement. In this article, the author revises campaigns led, during the thirties, by Robert Desnos for Armand Salacrou.
This analysis reveals several important advertising trends by the U.S. beer industry, whose purported aim has been to promote "moderation" in drinking. First, the brewers' prevailing interest in promoting consumption has resulted in the use of slogans and messages that ignore the fact that certain people should not drink at all, and, in certain circumstances, that no one should drink. Second, these ads do not consistently make clear that the acts of drinking and driving should remain entirely separate. Third, several aspects of these commercials undermine whatever moderation message they may provide, in particular the use of themes and images that are similar to the beer companies' regular brand promotions. In order to present an acceptable public health message, moderation advertising must not be dominated by glamorous presentations of alcohol consumption. In short, it must be done more responsibly.