Pharmaceutical Marketing
Advertising
Pharmaceutical companies have been marketing directly to consumers for years and since
its inception, there has been much controversy regarding how this marketing is performed.
Surveys show that most consumers feel that they cannot trust pharmaceutical advertising. Doubts
of the ethicality of pharmaceutical companies have led to a climate of distrust that not only hurts
the advertiser's objective but the advertisement's ability to fulfill the function of health education.
In many cases, there is a consensus of distrust between pharmaceutical companies and patients
but in some cases, exceptions are made when the patients see pharmaceutical advertisements that
address their own health needs. In either case, however, industry distrust does not translate into
lower pharmaceutical sales and positive ads do not translate into an improvement of the
pharmaceutical industry (Ball & Mackert, 2013).
When advertising directly to the consumer, pharmaceutical companies often use emotion
as an effective means of persuading the consumer but this can sometimes be seen as a
manipulative tactic and a distraction from information concerning the drug's side effects. The
advantages of using emotional tactics however, is that they enhance memory and learning
through increased patient relevance and involvement. Many pharmaceutical companies also
believe that emotion is an essential marketing technique to ensure that they can compete for a
consumer's attention with other advertisements. Considering that pharmaceutical companies have
spent $4 billion in advertisements in recent years, it is relevant how consumers may feel bothered
by the excessive and profit-driven motives that may exist with pharmaceutical companies (Ball
& Mackert, 2013).
Laws and Regulations
Stemming from the approval of the Patient Protection and Affordable Care Act,
healthcare will be transformed with several regulatory issues that will affect its evolution and
growth (Mukherjee, 2013). New regulations will now require a greater transparency in
physician-industry interactions. One of those regulations is the requirement to report gifts and
payments to physicians. The Physician Payments Sunshine Act will require six states (Vermont,
Minnesota, Massacheusits, D.C., Maine, and West Virginia) to require drug and device
manufacturers to report their gifts and payments to physicians to a national registry (Chimonas,
Rozario & Rothman, 2010).
The majority of regulations regarding healthcare advertisements are enforced by the Food
and Drug Administration (FDA). The FDA prohibits false and misleading labeling including the
failure to include adequate directions for use. Abiding by this, pharmaceutical companies carry
the first amendment right to communicate truthful information about their products to physicians
in the form of peer-reviewed journals. All labeling content must be submitted to the FDA for
approval before it is introduced into interstate commerce. Under FDA guidelines, print and
broadcast advertisements must include approved risks and uses of healthcare products. Also,
contact information must be shared on labels to ensure that consumers have adequate
information to follow up on products or file a complaint if necessary (Richardson, 2012).
Strategies for Successful Use in Marketing Health Care Organizations
Professional Communication
One of the vital tools for effective communication in healthcare has been email because
of its versatility in improving the relationship between providers of service and sellers of
products. Professional emails prove to be very responsive and an effective means of relaying and
responding to information in a professional setting (Espitia, 2015). Health care providers have
been extremely successful in communicating their products and services because modern
technology is everywhere and anytime. Most internet users look for health care information
online with many of them seeking information to diagnose themselves or to diagnose someone
else. There are also many health sites that offer peer-to-peer support for individuals who are
suffering illnesses. Information found on social media sites often influences the decision to seek
second opinions, cope with conditions, and manage diet/stress/ and exercise. A survey conducted
by the Mayo Clinic in 2014 showed that more than 1,500 U.S. hospitals managed 6,500 social
media accounts on sites such as YouTube, LinkedIn, Facebook, Twitter, and blogs. With statistics
like these, it is clear that professional communication is favored using modern technology
(Gagnon & Sabus, 2015).
Providers and patients should strive to conduct digital professionalism in their
communication methods. This includes being honest, sharing good health information, refuting
bad information, respecting others and correctly attributing shared content. Information being
communicated should also be controlled. This can be done by enhancing privacy settings and
using grouping features to establish boundaries between personal and professional online
interactions. Another key to dealing with professional communication in the digital age is to take
a flexible approach as the needs of consumers and society are constantly changing. Regarding
the direct communication between providers and patients, health care professionals should
explore their options with patient communication. In smaller communities, personal and
professional interactions can overlap but providers should always seek other platforms to
communicate with patients in order to be safe such as blogs and clinical profile pages. Providers
not only have the opportunity but they also have the obligation to use social media to increase
positive health messages and refute bad information (Gagnon & Sabus, 2015).
Promotions
The use of healthcare promotions via social media is very cost effective because it allows
for the access of information on-the-go. Social media provides individuals with the opportunity
to integrate public health messages with daily online conversation and activities. For instance,
Twitter can be used to link health discussions and reach wider audiences through the actions of
re-tweeting. Also, podcasts are an effective means of promotion as individuals can hear, watch
and download conversations and news stories as well as subscribe for further updates. The
benefits of social media in promoting healthcare are endless and among those are the low cost,
the building of networks, the instant access to information, and the encouragement of trust in the
public (Gupta, Tyagi & Sharma, 2013).
A recent survey found that 75% of the world's population have mobile phones and 40%
have internet access. There are also 160,000 health and well-being applications providing real-
time information. Wearable technology, cell phones, and iPads are just a few of the examples that
patients and providers use to promote and receive health related information. Although
application development is regulated differently across national borders, internet access is
borderless and remains an effective way to keep up with the latest health information and
services (Hays, 2016).
Connections
For providers of healthcare to be successful in advertising their services to patients, they
must develop a connection with them that is persuasive. Many times, healthcare providers will
use expert endorsements and patient testimonials to get their advertisements across. Healthcare
advertising also uses emotions to develop strong connections with patients. Emotions like
empathy have been known to enhance the therapeutic effectiveness of the provider-patient
relationship. Research has shown that patients not only judge providers on clinical outcomes but
also on their ability to be compassionate and deliver patient-centered care. Emotional appeals
stand out so well because they have the ability to reach an individual on a personal level (Kemp,
Bui, Krishen, Homer & LaTour, 2017).
Hope is another emotional used well by providers in strengthening their connection with
patients. Providing hope across the communication platform motivates patients to reach their
goals. It can be used to emotionally engage patients and make them more likely to comply with
treatments, seek preventative care, and make them less inclined to participate in unhealthy
behaviors. No matter what emotion is used, advertising should ensure the balance that connects
with patients and provide accurate information (Kemp, Bui, Krishen, Homer & LaTour, 2017).
Regarding the use of social media, many providers use these social networks in their
daily connections with patients. Physicians tend to favor more professional sites such as
LinkedIn whereas nurses favor outlets like Facebook because of its more personable connection
to individuals (Koumpouros, Toulias & Koumpouros, 2015). Consumers today have an unlimited
access to health information and they can find answers quickly and without a health professional.
Because of this, when an individual does see a physician, they now make them more accountable
for the services they are able to provide (Haimowitz, 2011).
Opportunities
Opportunities constantly exist for the improvement of advertising in healthcare. One such
improvement exists with the use of the mass media to advertise over-the-counter (OTC)
medications. Individuals can purchase OTC medications without a physician therefore, it is
essential that advertisements concerning these medications be messaged with the right medium
and to the appropriate audience. Another improvement exists with the knowledge that physicians
must carry on the uses and risks of drugs and devices. Manufacturers of medications and medical
devices are not easily accessible to the patient or the public. Therefore, the physician is the only
source that a consumer can go to for their questions concerning the risks and uses of their
medication (Koku, 2014)
The challenges to social media include: defamation, privacy, information accuracy, and
the blurring of professional boundaries. It is for these reasons that opportunities exist for stronger
firewalls against hacks, legitimate sourcing of information, and the identification of the health
providers (Lim, 2016). The challenges to social media also include the lack of digital content, the
one-way social media street, and the incorporation of messages that are not benefit-oriented.
Opportunities for these challenges can be sought after with accountability. Organizations must
have consistent messaging that is also up-to-date. Organizations must also be accountable for
developing advertisements that are focused on the consumer and not on their facility. No matter
what challenges exist, engagement is the key to relaying a message. The organizations that are
efficient in their advertising capabilities are the ones that constantly monitor the values and
beliefs of its current and prospective patients (Moss- Rogers, 2014).
Word Count: 1,541
References
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emotion. International Journal of Pharmaceutical and Healthcare Marketing. 7(3), 244-
264. Retrieved from https://doi-org.ezproxy.liberty.edu/10.1108/IJPHM-04-2013-0021
Chimonas, S., Rozario, N., & Rothman, D. (2010). Show us the money: lessons in transparency
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