Direct-to-consumer branding of prescription medicines in Australia
Conference paper
Hall, Danika V. and Jones, Sandra C.. (2006). Direct-to-consumer branding of prescription medicines in Australia. Australian and New Zealand Marketing Academy (ANZMAC) Conference 2006. Queensland University of Technology, Gardens Point Campus, Brisbane, Queensland, Australia 04 - 06 Dec 2006 Brisbane, Queensland: Australian and New Zealand Marketing Academy. pp. 1-8
Authors | Hall, Danika V. and Jones, Sandra C. |
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Type | Conference paper |
Abstract | For prescription pharmaceuticals, branding primarily targets the medical profession in an effort to achieve brand recognition, brand preference and brand loyalty and, in turn, increase prescriptions. Despite direct-to-consumer-advertising of prescription pharmaceuticals not being allowed in Australia, there have been cases of branding pharmaceutical products directly to consumers via “un-named” product promotion and disease awareness campaigns. The purpose of this paper is to provide a review of current pharmaceutical marketing strategies in Australia. It also considers branding issues facing pharmaceutical corporations including industry regulation of promotional activities, as well as suggesting future implications and opportunities for research. |
Year | 2006 |
Publisher | Australian and New Zealand Marketing Academy |
Open access | Open access |
Publisher's version | License All rights reserved File Access Level Open |
Book title | Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2006 |
Page range | 1-8 |
Web address (URL) of conference proceedings | https://webarchive.nla.gov.au/awa/20060821004855/http://www.anzmac2006.qut.com/ |
https://web.archive.org/web/20100412010628/http://www.anzmac2006.qut.com/ | |
Research Group | Centre for Health and Social Research |
Output status | Published |
Publication dates | |
Online | 2006 |
Additional information | Bronze open access. |
Place of publication | Brisbane, Queensland |
https://acuresearchbank.acu.edu.au/item/88396/direct-to-consumer-branding-of-prescription-medicines-in-australia
Download files
Publisher's version
Hall_2006_Direct_to_consumer_branding_of_prescription.pdf | |
License: All rights reserved | |
File access level: Open |
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