Drug firms seek profit in giveaways (Marketing after Rx consumer loyalty)

[HuckleB]

Drug firms seek profit in giveaways

Marketing targets consumer loyalty
http://www.boston.com/business/articles/2005/01/17/drug_firms_seek_profit_in_giveaways/

"...

Prescription drug manufacturers and their Madison Avenue advertising firms are targeting consumers with more aggressive marketing techniques, including sophisticated loyalty programs and the nearly ubiquitous use of coupons and free-trial offers that were once the domain of over-the-counter medications, dishwasher soap, and breakfast cereals.

The coupons and free trials are especially common in drug classes where patients and their doctors must choose among competing brands for drugs that are taken for months, if not years. These include allergy drugs, anti-cholesterol drugs, asthma remedies, and antidepressants. The offers also frequently appear in advertising for so-called ''lifestyle drugs," such as treatments for erectile dysfunction and sleeplessness.

Safeguards are built into the system. To redeem an advertising coupon for a free-trial offer of a prescription drug, a patient must bring the coupon to a doctor to get a prescription before redeeming it at a pharmacy.

Still, critics of consumer advertising for prescription drugs say the giveaways can lead to inappropriate medical decisions.

..."

[Liberal Veteran]

1. I want frequent flyer miles for my HIV meds.

At this point, I've popped about 70 thousand dollars worth of meds.

[HuckleB]

2. Why not?

If they're giving away junk, why not give away something folks can use?

[HuckleB]

3. No one is concerned about this?

Hmm.

:shrug:

[HuckleB]

4. I guess not.