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Pharmaceuticals : Brands
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Promoting the sales of drugs and other pharmaceutical products is known as pharmaceutical advertising. The target audience in case of pharmaceutical advertising is mostly physicians. Over the counter medicines or non-prescription drugs are targeted towards the consumer. Since medicines are prescribed by doctors mass marketing of medicines is considered a waste. Specific adverts that target only physicians are considered cheaper and just as effective. In some countries mass marketing of medicines and drugs is not allowed as healthcare is considered as the domain of a physician alone.
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In India some medicines are widely advertised but most of the prescription drugs are advertised to doctors only. The various product under the pharmaceutical range include digestives, health supplements, cough syrups, medicated skin treatment, analgesic, antiseptic creams and liquids, glucose powders, OTC product range and medicated dressings. These products are mass-marketed and are widely used without prescription.
The most advertised pharmaceutical product is digestives followed by health tonics. Next in line are medicated treatments for the skin. The next is OTC products like contraceptive pills, emergency contraceptives, balms, laxatives, energy tablets, hair fall remedies, foot creams, aphrodisiacs and massage oils etc. In India the top pharmaceutical advertisers are Dabur, Paras pharmaceuticals, Procter & Gamble, Emami, Smithkline Beecham and Cipla. The advertisers for pharmaceuticals prefer the prime time on mass entertainment channels to air their advertising.
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The advertising for pharmaceuticals usually feature anailing person who gets better after using medication being promoted. In some cases like contraceptives women are featured in the adverts and they are shown recommending use of the brand of explaining benefits of the product. At times couples are also shown. Most of the advertised non-prescription drugs are herbal products. The print advertisements usually carry a "before" and "after" treatment clip of the patient to emphasize the effectiveness of the treatment.
Apart from the print and television media pharmaceutical companies market their products directly to the physicians. Online advertising is also popular among pharmaceutical companies. Pharmaceutical companies also advertise their products in medical journals to target physicians.
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Advertising pharmaceutical products has advantages as well as disadvantages. Advertising medicines is beneficial because it results in well-informed consumers. Sometimes it is harmful because it promotes self-medication. It also interferes with the work of a physician because consumers request specific medicines after correlating their symptoms to those communicated in advertising.
While advertising their products pharmaceutical companies have to take care that consumers do not get misled. The promotion related to medicines and drugs should be transparent and should mention the side effects along with the benefits of the medicine.
