Table 3: Sales arguments used as promotional claims.

 

Sales arguments

Example

Percentage of claims (n=3797)

Emotional Statement

''When there's a choice... make it [...].''

21%

Side effect

''Low incidence of side effects''

17%

Efficacy

"simple successful pain control"

16%

Convenience

"True once-daily therapy []"

14%

Pharmacological property

"Organ-independent Hofmann elimination"

12%

Onset of action

"Onset within 7 to 13 minutes"

7%

Predictable effect

"Precision control in critical bleeding"

6%

Experience of use

"With worldwide experience in over 45 million patients..."

5%

Costs

"[...] cutting national health service costs by nearly a third"

2%

Official recommendation

"Recommended by the American Heart Association [...]"

1%