Medical Advertising

Medical advertising has two facets: medical advertising to medical professionals and institutions, and medical advertising to the general public. The former area of medical advertising encompasses a wider variety of products, but the latter may well represent a considerably greater expenditure.

Medical advertising to professionals is largely focused in medical publications which are purchased and read by doctors, hospitals and related medical institutions. Such medical advertising covers a wide range of products, all of which are used by doctors, dentists and hospitals or nursing care institutions.

Some of the medical advertising which might be directed to doctors would cover such items as various instruments for use in the office or operating rooms, and sterilizing equipment. Medical advertising would also cover examining tables, office furniture and materials such as sterile pads, swabs and other small items. Medical advertising for such items is run in magazines and periodicals read by physicians.

Medical advertising to hospitals and institutions would cover such items as hospital beds and tables, equipment to handle blood transfusions and intravenous drips, and, as with doctors, medical advertising to institutions would also include ads for instruments, operating tables, clothing and hospital furnishings in general. Medical advertising might also include services to doctors and institutions….everything from insurance to computerized systems for accounting and patient records. All such advertising would be in publications or by direct sales.

The entire area of pharmaceutical medical advertising, representing tremendous expenditures in various media, is directed both to the medical profession and to the general public. Drugs are advertised in medical publications, but also in consumer publications. Recently TV medical advertising for pharmaceutical companies has sky-rocketed as the companies try to woo more customers by touting their products to consumers. Medical advertising by pharmaceutical companies appears regularly in both print and broadcast media. The fact that such tremendous expenditures on medical advertising pay off is an indication of how many Americans and others worldwide use a wide variety and large quantities of the drugs advertised. This would also be an indication of the huge amount of profits that the pharmaceutical companies have to be making in order to justify such a large amount of money invested in medical advertising targeted to both professionals, personal and institutional and directly to consumers.

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