Product Placement in the Pharmaceutical Industry: The Case of Sinemet in ER

Abstract

While physician-oriented marketing remains the largest factor in drug advertising and direct-to-consumer advertising has increased its budget during the last few years (IMS Health, 2001), pharmaceutical brands are exploring new ways to target consumers in a softer way. Product placement in entertainment media allows the promotion of brand drugs in a natural and entertaining context. Using a case study methodology, this chapter analyses the use of product placement of a brand drug (Sinemet) in the television series ER (NBC). To do so, first of all product placement definition and main marketing goals are provided. Then the authors address the legal framework of product placement for brand drugs in television series. Using parasocial attachment theory (Russell & Stern, 2006) and meaning transfer theory (McCracken, 1986) the relationship between actors, brand drugs, and spectators is analyzed. The type of placement and expected outcomes of brand drugs product placement are also analyzed.