Healthy Skepticism Library item: 9230

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.
Practical considerations when evaluating direct-to-consumer advertising as a marketing strategy for prescription medications
Drug Information Journal 1994; 28:(2):461-470

Abstract:

The risks, novelty, and controversy surrounding the decision of pharmaceutical manufacturers to use direct-to-consumer advertising (DTCA) for prescription drugs are discussed, and product-related criteria are presented for marketers to consider when determining whether DTCA is an appropriate marketing strategy. By evaluating these criteria, as well as the current regulatory and social environments, pharmaceutical marketers will be prepared to design and justify an effective consumer-directed advertising campaign. Understanding pertinent issues and challenges will make the difference between DTCA campaigns that effectively meet the needs of both consumers and pharmaceutical marketers and those that do not.