Healthy Skepticism Library item: 20178

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

Hoek J, Gendall P, Feetham P
Could less be more? An Analysis of Direct to Consumer Advertising of Prescription Medicines
Marketing Bulletin 2001; 12:(1):
marketing-bulletin.massey.ac.nz/V12/MB_V12_A1_Hoek.pdf

Abstract:

Prescription medicines are now frequently promoted on television, a change that has prompted strong
debate over the merits of direct to consumer advertising of restricted drugs (DTCA). The debate has
centred on three issues: the effect advertising has on doctor-patient relationships; the alleged
pressure campaigns place on pharmaceutical budgets, and the quality of information consumers
receive. This paper describes a pilot study that examined the third issue. Attempts to provide full
details about a drug’s properties appear to limit consumers’ ability to understand and recall more
fundamental information about that drug. We suggest changes to the regulations governing DTCA
that may assist the conveyance of balanced information to consumers.

Keywords:
direct to consumer advertising; self-regulation