Sony Ta, Dominick L. Frosch, (2008). Pharmaceutical Product Placement: Simply Script or Prescription for Trouble? Journal of Public Policy & Marketing: Vol. 27, No. 1, pp. 98-106.
doi: 10.1509/jppm.27.1.98

Pharmaceutical Product Placement: Simply Script or Prescription for Trouble?

Sony Ta, 1

1National Research Service Award fellow, Department of General Internal Medicine and Health Services Research, University of California, Los Angeles.


Dominick L. Frosch2

2Assistant Professor of Medicine, Department of General Internal Medicine and Health Services Research, University of California, Los Angeles.




Abstract

Pharmaceutical product placements integrate brands into story lines and may be an evolution in the industry's focus on direct-to-consumer advertising. Although it is still uncommon, the potential for such marketing is present and warrants attention. Medications have a unique status as a product category, and policies need to be tailored accordingly.