Healthy Skepticism Library item: 1978

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

National Health Council 2002 Jan;
http://www.nationalhealthcouncil.org/advocacy/DTC_paper.pdf

Abstract:

The preponderance of evidence indicates that most consumers and physicians, as well as the Food and Drug Administration (FDA), support DTC advertising as long as it complies with FDA’s regulations and guidelines and refers consumers to their physicians. The benefits are
viewed as outweighing any negative impacts. The benefits include: raising consumer awareness about treatment options; alerting them to symptoms they should take seriously; providing information on medical conditions that they did not know about before; helping them have better discussions with their doctors about their health; and positively affecting compliance with their drug regimen. Most consumers, physicians and FDA accept DTC as another tool for educating consumers about health conditions and possible treatments. While there is general support for DTC advertising, there are some groups with concerns. Studies show that while most consumers believe the ads do a good job communicating product benefits, some believe magazine and TV ads do an only fair or poor job of communicating product risks. There is also concern that some ads make drugs seem better than they really are, and that some ads are not very clear about what conditions the advertised medicines are supposed to treat. Studies also show that most physicians see important benefits in DTC advertising but that approximately one-third of physicians are concerned about negative effects on doctor-patient dialogue about treatment. Recognizing that DTC prescription drug advertising provides benefits to consumers, efforts should be focused on how such advertising might be optimized. Clearly, additional, ongoing research to better understand the impacts and potential of DTC advertising is warranted.

Keywords:
nonsystematic review United States DTCA direct-to-consumer advertising broadcast advertisements print advertisements consumer behaviour & knowledge value of promotion FDA Food and Drug Administration ATTITUDES REGARDING PROMOTION: CONSUMERS PATIENTS ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING