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% |