Healthy Skepticism Library item: 2414

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

Donohue JM, Berndt ER.
Effects of Direct-to-Consumer Advertising on Medication Choice: The Case of Antidepressants
Journal of Public Policy & Marketing 2004 Fall; 23:(2):115–127
http://www.kff.org/rxdrugs/upload/Effects-of-Direct-to-Consumer-Advertising-on-Medication-Choice-the-Case-of-Antidepressants.pdf

Abstract:

Although direct-to-consumer advertising (DTCA) has generated substantial controversy, little is known
about its effects on consumer and physician behavior. In this article, the authors examine the impact
of DTCA and physician detailing on the choice of antidepressant medication. The authors find that
detailing has a much greater effect on medication choice in the antidepressant market than does
DTCA.