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Direct-to-consumer branding of prescription medicines in Australia
Hall, Danika V. Jones, Sandra C.
Hall, Danika V.
Jones, Sandra C.
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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.
Keywords
Date
2006
Type
Conference paper
Journal
Book
Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2006
Volume
Issue
Page Range
1-8
Article Number
ACU Department
ACU Engagement
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Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Bronze open access.