SOME PROBLEMS ASSOCIATED WITH THE MARKETING OF ETHICAL PHARMACEUTICAL PRODUCTS.

ADVERTISING frequently generates controversy. Few industries, however, have so much strong feeling aroused by their promotional activities as pharmaceuticals. This paper discusses some of the specific reasons why pharmaceutical promotion may provide cause for concern and tries by statistical investigation to establish whether or not grounds exist for some of the criticisms to which the industry has been subjected. The paper is in two main sections. Firstly, promotion in the industry and some of the specific arguments which are directed against it are examined. Secondly, the variables used in a cross- sectional, multiple regression analysis carried out on pharmaceutical promotion are described and the results of the analysis presented. The exercise was carried out using promotional data for the calendar year 1966. [ABSTRACT FROM AUTHOR]