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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.

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.