Healthy Skepticism Library item: 3358

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

Masson A, Rubin PH.
Warning: brief summaries may be hazardous to your health (and wealth) or the real issues in prescription drug advertising to consumers
Journal of Pharmaceutical Marketing & Management 1986; 1:(2):29-43

Abstract:

If prescription drugs were advertised directly to consumers, consumers would almost certainly benefit. Patients and drugs would be better matched and people would pay less for drugs. Giving information directly to consumers will prompt them t bring to the physician’s attention facts about themselves that the physician does not have. Advertising is likely to reduce, not increase, prescription drug prices. This conclusion is based on the application of economic theory to the prescription drug market and on empirical findings in related markets.

Keywords:
*analysis/United States/direct-to-consumer advertising/value of promotion/consumer drug prices/ competitive consequences of promotion/INFLUENCE OF PROMOTION: CONSUMER DRUG COSTS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING