Healthy Skepticism Library item: 8169

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

Consumer ads build awareness but not understanding of advertised medications, surveys reveal
American Journal of Health System Pharmacy 1998 Nov 15; 55:2344, 2347

Abstract:

Findings of a survey of consumer reactions to direct-to-consumer (DTC) advertising developed by Prevention Magazine, with input from the U.S. Food and Drug Administration (FDA) Division of Drug Marketing, are presented. It was shown that 70% of those surveyed said they recalled seeing or hearing ads for prescription medications. A follow-up question that used 11 specific product names increased that proportion to 90%. People taking prescription medications were more likely to recall a DTC ad than those not taking them (73% vs 67%). The clarity of DTC ads needs improvement, according to the survey. DTC advertising also influenced the number of prescriptions written for advertised medications.