Healthy Skepticism Library item: 4310

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Basara LR.
Direct-to-consumer advertising: today’s issues and tomorrow’s outlook
Journal of Drug Issues 1992; 22:317-330

Abstract:

An extensive review of pharmacy and marketing literature shows that direct-to-consumer advertising (DTCA) strategies have changed significantly since the first advertisements were presented in the early 1980s. The future of DTCA, however, is still uncertain as the impact of this new marketing tactic on current health care practice is not yet fully understood. Physicians and pharmacists need to be aware of and respond to the knowledgeable patient, while the Food and Drug Administration (FDA) and pharmaceutical manufacturers must make cognizant decisions about the amount and type of information that will be advertised directly to consumers. Finally, patients must understand the potential shortcomings of the information presented in prescription drug advertisements. This article will review the definition of DTCA, provide current examples of campaigns and their impact on health care communications, and predict changes that may occur as a result of FDA reconsideration of drug advertising regulations.

Keywords:
*nonsystematic review/United States/regulation of promotion/Food and Drug Administration/FDA/direct-to-consumer advertising/patients/quality of information/doctor-patient relationship/value of promotion/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION