Condensed definitions appear after each term.
Click on a letter below to view a list of terms beginning with that letter.
The Pharma Marketing Glossary
The detail aid -- also known as a sales aid or visual aid -- is a print piece (booklet or brochure) or an electronic document containing product information. The detail aid is used by pharmaceutical sales representatives -- or in eDetailing programs -- to engage physicians in a productive dialog about a drug.
A detail aid usually is composed of information about the product’s efficacy, clinical data that support the manufacturer's claims, charts and graphs, guidance for dosing and administration of the drug, and summary information pertaining to the productÂ’s tolerability and safety. It may also include the official labeling. The detail ad is primarily a marketing tool that incorporates creative elements such as photos, slogans, and brand logos.Where to find more information:
Direct marketing is broadly defined by the Direct Marketing Association as "any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or visit to a store or other place of business for purchase of a specific product or service (traffic generation)."Direct marketing differs from traditional brand marketing in that the goal of the latter is to build awareness and affect attitude, whereas the goal of direct marketing is to achieve two-way dialogue with the prospect and affect behavior.Where to find more information:
- "You May Walk Like a Duck and Quack Like a Duck, But You're No Duck!,"
- "Relationship Marketing Program Management for Pharmaceutical Marketers,"
The promotion of prescription drugs by pharmaceutical companies directly to consumers via broadcast and print media such as television, radio, magazines, billboards, and also the Internet. Where to find more information:
Pharmaceutical marketers often use the term "Disease Awareness" in reference to Help-Seeking Ads. These ads are designed to increase the market size of a therapeutic by "building" awareness of a particular medical condition. An example would be ads for "overactive bladder," which have been successful in building awareness among consumers of a medical condition (urinary incontinence or urgency) that many thought was only of concern for senior citizens.
According to the FDA, disease awareness communications are communications disseminated to consumers or health care practitioners that discuss a particular disease or health condition, but do not mention any specific drug or device or make any representation or suggestion concerning a particular drug or device. Help-seeking communications are disease awareness communications directed ato consumers.
FDA believes that disease awareness communications can provide important health information to consumers and health care practitioners, and can encourage consumers to seek, and health care practitioners to provide, appropriate treatment. This is particularly important for under-diagnosed, under-treated health conditions, such as depression, hyperlipidemia, hypertension, osteoporosis, and diabetes. Unlike drug and device promotional labeling and prescription drug and restricted device advertising, disease awareness communications are not subject to the requirements of the Federal Food, Drug, and Cosmetic Act and FDA regulations.Where to find more information:
- Federal Register: "Experimental Study: Disease Information in Branded Promotional Material"
- Glossary term: Help-Seeking Ad
Disease mongering is a term that was coined by the late journalist Lynn Payer to describe what she saw as the confluence of interests by some doctors, drug companies, patient advocacy groups and media in exaggerating the severity of illness and the ability of drugs to "cure" them.Where to find more information:
According to the Prescription Drug Marketing Act of 1987, the term "drug sample" means a unit of a drug, which is not intended to be sold and is intended to promote the sale of the drug. According to this act, the manufacturer or distributor of a drug subject may distribute drug samples by mail or common carrier to practitioners licensed to prescribe such drugs or, at the request of a licensed practitioner, to pharmacies of hospitals or other health care entities. The recipient of the drug sample must execute a written receipt for the drug sample upon its delivery and the return of the receipt to the manufacturer or distributor.
According to the Prescription Project: Samples serve two distinct marketing purposes. (1) Physicians value samples and are willing to spend time with sales representatives to get them. (2) Secondly, samples serve as "starter" medications -- an enticement to prescribe new, heavily marketed and generally more expensive medications. Once therapy has been initiated, patients and their insurers are likely to continue to pay for the new, costly drugs.Where to find more information:
- Prescription Drug Marketing Act of 1987.
- Pharmaceutical Samples: A Toolkit for Academic Medical Centers (pdf).
- PMN Article: Free Drug Samples: The Sales Rep's Last Great Hope?.
- PMN Survey Results: Should Free Drug Samples Be Banned?.
- PMN Article: Intelligent Online Sampling Strategies.