Healthy Skepticism Library item: 2346

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

Eichner , R MAROONICK, T J.
A review of direct-to-consumer (DTC) advertising and sales of prescription drugs: does DTC advertising increase sales and market share?
Journal of Pharmaceutical Marketing & Management 2001; 13:(4):19-42

Abstract:

Direct-to-consumer (DTC) advertising of prescription pharmaceuticals grew from $48.2 million in 1990 to $594.5 million in 1996 and reached $1.3 billion in 1998. Proponents of DTC advertising of prescription drugs claim that it raises public awareness of new treatment options, whereas critics contend that DTC ads lead to unnecessary demand for expensive new drugs. Both advocates and critics believe that, overall, DTC advertising of prescription drugs increases sales, but the evidence shows that expenditure on DTC advertising does not always correlate with market share within the drug category. To investigate the impact of DTC advertising on prescription pharmaceutical sales and market share, this paper examines DTC advertising expenditures and sales in 4 widely advertised prescription drug categories: antihistamines, nail fungus medications, cholesterol-lowering drugs, and antidepressants.

Keywords:
*analysis/United States/DTCA/direct-to-consumer advertising/market share/antihistamines/cholesterol lowering medications/depression/antifungal medications/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: MARKET SHARE/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: PSYCHIATRIC DISEASES