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High levels of confusion for cholesterol awareness campaigns
Author(s) -
Hall Danika V,
Cobcroft Megan D,
Ketelbey John W
Publication year - 2008
Publication title -
medical journal of australia
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.904
H-Index - 131
eISSN - 1326-5377
pISSN - 0025-729X
DOI - 10.5694/j.1326-5377.2008.tb02051.x
Subject(s) - confusion , public relations , business , advertising , advertising campaign , marketing , foundation (evidence) , political science , psychology , psychoanalysis , law
Earlier this year, two industry‐sponsored advertising campaigns for cholesterol awareness that target the general public were launched in Australia. These campaigns aimed to alert the public to the risks associated with having high cholesterol and encouraged cholesterol testing for wider groups than those specified by the National Heart Foundation. General practitioners should be aware of the potential for the two campaigns to confuse the general public as to who should be tested, and where. The campaign sponsors (Unilever Australasia and Pfizer) each have the potential to benefit by increased market share for their products, and increased profits. These disease awareness campaigns are examples of what is increasingly being termed “condition branding” by pharmaceutical marketing experts.