Healthy Skepticism Library item: 13997

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

Joseph M, Spake DF, Godwin DM.
Aging consumers and drug marketing: Senior citizens' views on DTC advertising, the medicare prescription drug programme and pharmaceutical retailing
Journal of Medical Marketing 2008 Jun; 8:(3):221–228
http://www.palgrave-journals.com/jmm/journal/v8/n3/abs/jmm20084a.html

Abstract:

Direct-to-consumer (DTC) advertising in the United States has dramatically increased as pharmaceutical companies have benefited from targeting consumers with messages about prescription medications. This study examines DTC advertising from the perspective of senior citizens, the group that uses the most prescription drugs per capita, and reveals their views on DTC advertising, the Medicare prescription drug insurance programme and pharmaceutical retailing. The findings are compared to a prior study of adult consumers and reveal that the elderly are less aware of pharmaceutical advertising, but are similar to adult consumers on their opinions of DTC advertisements. Implications for public policy and pharmaceutical retailing are discussed.

josephmj1@yahoo.com

Keywords:
DTC advertising, senior citizens, pharmaceutical retailing, drug marketing