Decreasing negative effects of advertising of pharmaceutical products

Abstract

The primary goal of this research is to examine the consequences of intensive advertising of pharmaceutical products in Russia and propose adequate countermarketing measures aimed at reducing harmful effects of the phenomenon on the society. The foundation for such measures is going to be based on the framework of anti-tobacco campaigns conducted in the United States. In order to fulfill the goals of the research the several objectives were formulated: Examine peculiarities of pharmaceutical market development Review theoretical background of the impact of advertising on consumer behavior Investigate what tools pharmaceutical companies use to manage consumer behavior Collect and analyze the data concerning the hypothesis that advertising stimulates consumption of pharmaceutical products Prove that advertising of pharmaceuticals brings negative consequences Compare and review various countermarketing practices: legislative measures, social campaigns (focusing on anti-tobacco campaign in the US) Define possible countermarketing drivers and measures aimed at reducing negative effects of advertising of pharmaceutical products in Russia based on the international experience (anti-tobacco campaign conducted in the US) The main results of the paper include developing a firm definition for countermarketing and identifying its possible drivers. The contribution of this paper is suggesting the implementation of the same framework for conducting a campaign aimed at decreasing demand for pharmaceutical products and negative consequences of self-treatment.