Yellow pages advertising by physicians

Article Abstract:

Studies have found that the Yellow Pages are still an important resource used by patients to find healthcare practitioners, and therefore physicians wanting to expand their clientele may benefit from creating eye-catching ads there. Larger ads that state services, specialties, and professional qualifications in simple language for lay people is recommended. Ads should also state hours of operation, but avoid including additional references or fee information.

Advertising, not elsewhere classified, Other Services Related to Advertising, Yellow Pages Advertising, Offices & clinics of medical doctors, Physicians & Surgeons, Offices of Physicians (except Mental Health Specialists), Usage, Physicians, Medical professions, Yellow pages

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Direct-to-consumer advertising of prescription drugs

Article Abstract:

Research on direct-to-consumer (DTC) pharmaceutical advertising shows that the heaviest prescription drug users, older adults, respond favorably to it and are encouraged to seek information. But they usually consult pharmacists and friends instead of doctors. These findings point out the positive benefits of linking DTC ad efforts with those directed at other information sources, particularly pharmacists.

Ethical Preparations, Drugs, Advertising, Aged consumers, Elderly consumers

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How Zantac became the best-selling drug in history

Article Abstract:

Glaxo's acid inhibitor Zantac became the best selling drug in the history of the pharmaceutical industry, fueling the company's rise to the become the industry's largest conglomerate. The antacid was promoted through consumer-awareness bulletins, public-service announcements, and media tours built around celebrity appearances. Physicians were involved through educational symposia.

Antacid Preparations, Antacids, Glaxo Holdings PLC, Zantac (Medication)

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