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Pharmacoeconomic Considerations in Pharmaceutical Company Promotions
Adam O. Goldstein, MD;
Timothy J. Ives, PharmD, MPH
The University of North Carolina at Chapel Hill
Arch Fam Med. 1994;3(12):1034.
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In Bowman's editorial1 in the April 1994 issue of the ARCHIVES, she correctly states that medication costs are important considerations in choosing specific pharmaceutical agents for treating medical conditions. Cost considerations are particularly salient for medical conditions in which there are many options on which to base initial pharmacotherapy. The pharmaceutical industry increasingly recognizes the importance of cost considerations in its marketing approaches to physicians, as demonstrated by two recent pharmaceutical promotions in our setting.
For the treatment of seasonal allergies, nonsedating antihistamines such as astemizole (Hismanal, Janssen Pharmaceutical, Titusville, NJ) or terfenadine (Seldane, Marion Merrell Dow Inc, Kansas City, Mo) are frequently prescribed. Loratadine (Claritin, Schering Corp, Kenilworth, NJ), a new nonsedating antihistamine, has entered the market recently, with a very aggressive and successful marketing plan. As part of that plan, practicing physicians were sent certificates to give to patients that promised a $5 rebate on the
. . . [Full Text PDF of this Article]
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