2. Objectives:
At the end of the practical class the students shall be able to
1. Analyze critically a drug advertisement.
2. Identify the components of a good drug advertisement.
3. List two advantages of drug advertisement.
4. Be aware of common misleading drug advertising practices.
5. Realize how drug advertisements may influence the
prescribing habits of doctors.
3. Advertising
Any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.
4. Advertisements
Advertising involves the process where in a message is designed
so as to promote
A product
A thought or event
A service
The advertising spend of a country indicates whether it is
progressing in global- economic context.
5. Advertising Drugs
Drugs are not like any other commodity
Purchase decision not made by buyer
Asymmetry of information
Psychological reasons
6. Sources of drug information
1. Non- commercial source (published literature)
Eg: Books (Annual Drug Pharmacopeia, formulary), journals,
Internet
2. Commercial source (Promotional Literature)
Printed advertisements
Ads in media, journals and T.V.
Verbal communication with Medical representative
powerful method of promotion.
Promotional literature by M.R.
Books- MIMS
, Drug Today
7. Advantages of Drug Advertisements
Advertisements inform the doctor about newly released drugs.
If scientifically put, an ad. helps the doctors choose the most
appropriate drug for a given patient.
Information on drug and therapeutics is very important in
keeping doctors updated about recent medical advances and in
maintaining their standard of practice.
9. Drug Advertisements
Some improper means adopted by the marketing/ manufacturing
company.
a. Creating a Brand image (High light Trade name)
b. Highlighting only positive points and suppressing the negative
points. Eg. Adverse reaction, toxicities, warnings and
contraindications.
c. By providing inadequate information
d. By adding a glamour to the adv. To attract your attention –
female model.
e. Making false claims without quoting relevant references.
f. Offering gifts, free trips & holiday to doctors
10. Code of ethics for drug ads:
OPPI (Nov. 02)
OPPI- Organization of Pharmaceutical Products of India
1. Ads. Should not include products sold only on prescription by
registered medical practitioners- should only include drugs
available “Over the Counter” (OTC).
2. Ads. Should not allow statements which create fear in the
public mind eg. A person may suffer ailment if the particular
product is not used.
3. No company should project a drug as a universal panacea,
unfailing, magical, miraculous.
11. 4. Vitamin or tonic advertisements should not promote these as
substitutes for good nutrition or replace a balanced diet.
5. Ads. Should not imply that the medicine was recommended
by health professionals as physicians/ dentist/ psychologists
ads. By persons wearing white coats (showing doctors) eg.
Colgate adv. By doctor.
Complaints redressel cells of OPPI- To initiate action on any
complaint made b consumer or member or by state or
central government.
12. Information to look for in an Advertisement
Name of the product
Name and address of marketing Company
Are following included in the Advertisement:
Generic name/ ingredients
Contents of active ingredient dosage form
Dosage of regimen
Indication for use
Precautions
Contraindication/ warning
Adverse effects
Drug interactions if any
References – yes/no, if yes published/ unpublished
13. Are the claims appropriate in terms of :
I. Efficacy
II. Safety
III. Pharmacokinetics
IV. Convenience
14. Ratio of the letter size of brand name: generic name ???
Illustrations- scientific/ non scientific relevant/ irrelevant/
exaggerated
Cost (if given): per unit / per day/ per regimen.
(Their one day cost compared with other companies 7 day cost
showing that their product is cheaper. )
