E-drug: Re: Direct to Consumer Advertising
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Dear E-Drug Members,
The feedback that I have received from various concerned
physicians has made obvious the fact that some clarification is
required with respect to my research on the topic of DTCA in the
Canadian Pharmaceuticals industry.
I am sensitive to the surprise and alarm expressed by Ms Barbara
Mintzes however I feel that it would be unrealistic to think that all
the current speculation on DTCA activity is completely inaccurate.
Although industry buzz has suggested 1999 as the expected
timing, this could very well be a result of over-anticipation and
good business sense. Many reports have suggested that this
legislation may not arrive until the early part of the next century,
however few reports deny that DTCA will not occur at all.
The erosion of the voluntary moratorium and the exposure to
Canadian consumers to U.S. DTCA is evidence of the
overwhelming force of pharmaceutical advertising; a market worth
$ 1 billion last year in the United States.
For further information I would point E-druggers to the recent
article in Marketing Magazine by Cameron Johnston; "Canada Still
Wary of U.S. Style Drug Ads" (June 22, 1998).
In reply to Ms Mintzes other concern over my background, I am a
McGill Business student conducting research that is independent
of both government and any interest groups concerned. The study
consists of a presentation to my colleagues on how to properly
anticipate the coming legislation.
My apologies to all E-Druggers and E-Drug Moderator for the
confusion I may have caused. Despite this I am still interested in
constructive input to my research.
Sincerely,
Hugh Sturgess
e-mail: jsai@idirect.com
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