TITLE

Despite small ad budget, Lipitor is No. 1 in category

AUTHOR(S)
Spain, William
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, ps14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the efforts of pharmaceutical companies to raise awareness of various cholesterol-lowering drugs through the use of direct-to-consumer (DTC) advertising in the U.S. One reason for the lack of advertisements for cholesterol-lowering drugs is insufficient background on whether DTC advertising is going to work in this category. The leading drug in the category is Lipitor from Warner-Lambert Co., which reached the number 1 spot with almost no consumer advertising. Between January and November 1998, Lipitor was the runaway leader in the category with about 22 million prescriptions written.
ACCESSION #
1664220

 

Related Articles

  • Pfizer debuts friendly risk information. S. M. // Medical Marketing & Media;Dec2005, Vol. 40 Issue 12, p30 

    The article focuses on the advertisement of Pfizer Inc. for its cholesterol lowering drug Lipitor. The advertisement features the presentation of risk information and promotes the drug as one of several treatment options. It also provides consumers with information on available assistance for...

  • ResearchWatch. Smith, Brian // Journal of Medical Marketing;Jan2009, Vol. 9 Issue 1, p77 

    The article discusses various reports published within the issue, including one which examines the fair balance in direct-to-consumer (DTC) pharmaceutical advertising, one which demonstrates the role of DTC advertising in constructing the social reality of diseases and medicine, and one on the...

  • Draining the bathwater. CHASE, JAMES // Medical Marketing & Media;Apr2013, Vol. 48 Issue 4, p8 

    An introduction to the journal is presented in which the editor discusses various reports within the issue on topics related to direct-to-consumer advertising (DTC) in the pharmaceutical industry.

  • Vantage Point. Kaplan, Harris // Medical Marketing & Media;Oct2012, Vol. 47 Issue 10, p28 

    In this article the author discusses the direct-to-consumer (DTC) drug advertising by pharmaceutical companies to reach directly to patients, instead of relying on physicians to prescribe the drug.

  • Vytorin ad shame taints entire marketing industry. Thomaselli, Rich // Advertising Age;1/21/2008, Vol. 79 Issue 3, p1 

    This article examines how two pharmaceutical giants were able to create sales worth billions of dollars on the drug Vytorin when they had information that the drug did not reduce the build up of plaque in arteries as their advertising claimed. Schering-Plough and Merck had the results of a study...

  • Some New and Not-So-New Drugs That Are Heavily Promoted.  // HealthFacts;Feb2006, Vol. 31 Issue 2, p1 

    The article presents information on prescription drugs that are heavily promoted through direct-to-consumer advertisements. Components of the statin and cholesterol-lowering drug Vytorin are mentioned. Cautions regarding the use of the drug is mentioned. Names of some osteoporosis drugs are...

  • pushing PRESCRIPTIONS DIRECT-TO-CONSUMER DRUG ADVERTISING. Graydon, Skari // Alive: Canada's Natural Health & Wellness Magazine;Feb2008, Issue 304, p108 

    The article presents a study conducted by researchers at Harvard University and Massachusetts Institute of Technology (MIT) which showed that companies reaped $4.20 in increased drug sales for every dollar spend on direct-to-consumer advertising (DTCA) in the U.S. Pharmaceutical companies...

  • Hit 'Em Where It Helps. Norman, Gary // Pharmaceutical Executive;May2006, Vol. 26 Issue 5, p160 

    The article discusses the benefits of in-store promotions to pharmaceutical companies that seek to fill the information gap created by their direct-to-consumer (DTC) advertising. According to the article, in-store promotional programs have the capability to reach a large targeted audience and...

  • Bigger, Better, Faster. Auerbach, Michael // Pharmaceutical Processing;Jun2009, Vol. 24 Issue 6, p6 

    The author comments on the drug marketing campaign used by pharmaceutical companies in the U.S. He argues that the newer drugs are not always better compared to the older drugs. He illustrates an old woman who has a bipolar disorder and has never been offered a drug called lithium which is the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics