Healthy Skepticism Library item: 9149

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.
Weighing direct-to-consumer ads
Pharmaceutical Executive 1996 Feb; 16:68-70

Abstract:

A survey using intervention analysis that estimated a direct-to-consumer advertising (DTCA) campaign’s ability to generate new prescriptions and determined the campaign’s return on investment is described and suggestions for how companies can generalize the study’s methods to evaluate their own DTCA campaign’s success are provided. It is concluded that directly advertising prescription medications can be cost effective, have a positive return on investment, and translate into new prescription sales.