Friday, February 20, 2009

Healthcare Change?

In 1957, Parke, Davis felt that public perception of the high cost of a prescription was so negative, the drug company created and ran ads like this one. The dad on the left is shocked – shocked – that his buddy “…paid $9.00 to get that one prescription filled? Wow!”

Today, if you can get a prescription filled for $9, you feel like you’ve hit the jackpot. Today, we get a new administration in Washington that’s pledged to “do something” about healthcare in America.

So next week, AMA-Houston’s Healthcare Marketing SIG is putting on a big seminar: “Marketing Healthcare under a New Administration.” If you have anything to do with marketing, selling or advertising healthcare services and products, you better be signing up here.

The day and date: Friday, 27 February at 7.30 AM – the SIG’ll have a coffee-and-pastry bar set out for you. The location, Rice University’s Anderson Family Commons (Rice Blvd and Main, Entrance 20), is exactly the right venue for what we hope’s going to be a provocative mixture of marketing and public policy.

The seminar panelists include marketing executive Brad Deutser of Yaffe Deutser; Houston Wellness Association president Jonathan Lack; Lewis Foxhall, MD, President of the Harris County Medical Society; and Tim Schauer, Memorial Hermann Healthcare System. They are going to help us envision the policy changes and marketing challenges that healthcare marketers will have to face in the next four years.

One point we made in the event’s write-up is that American medicine is a business (the Parke, Davis drug ad underscores that). But it’s a business that’s significantly affected by national healthcare policy. Marketing is “downstream” of policy; it’s critical on an operational or tactical level. You don’t think so? Check out Parke, Davis’s ad copy: “…you appreciate what good value you’re getting.”


That’s a hard, hard case to make 50+ years later. Today, nobody feels they’re getting bargains. Sign up now. Maybe you’ll find out how to change your prospects’ thinking.


Parke, Davis & Company is now a subsidiary of the pharmaceutical company Pfizer. Ad #MM0340, Medicine and Madison Avenue On-Line Project, John W. Hartman Center for Sales, Advertising & Marketing History,Rare Book, Manuscript, and Special Collections. Thanks.

4 comments:

Kathy Mackey said...

I'll be interested to find out what the panel thinks about the "Healthcare IT" monies and how it will ultimately effect Electronic Medical Records and E-prescribing in the Houston area.

Kathy Mackey

Richard Laurence Baron said...

Thanks for the thought, Kathy. If you don't have a chance to bring it up next Friday, I'll pop the question.

Terry LeFebvre said...

Richard, nice job. Where did you get that ad?

Richard Laurence Baron said...

Terry, thanks - but I jumped too fast when I mentioned Duke. Ididn't realize I hadn't listed the university source. Apologies. Put the following into your browser:

http://library.duke.edu/specialcollections/hartman/

It's a great collection that constantly surprises me. Best for the weekend...