Healthy Skepticism Library item: 5720

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

Basar L.
Practical considerations when evaluating direct-to-consumer advertising as a marketing strategy for prescription medications
Drug Information Journal 1994; 28:461-470

Abstract:

The decision to use direct-to-consumer advertising (DTCA) for prescription drugs is one that pharmaceutical marketers must consider carefully. The risks, novelty and controversy surrounding this strategy make it either appealing or intimidating, depending on the risk-seeking nature of the pharmaceutical company. To enhance one’s ability to determine whether DTCA is an appropriate marketing strategy, product-related criteria have been presented for marketers to consider. By evaluating these criteria, as well as the current regulatory and social environments, pharmaceutical marketers will be prepared to design and justify an effective consumer-directed advertising campaign. Future research initiatives in this area can facilitate the quality of decision making by determining the impact of DTCA on patient/health care professional relationships, patient compliance and health, consumer attitudes, and medication prices. Consumer-directed phamaceutical marketing initiatives are only going to expand in number and complexity. Understanding pertinent issues and challenges will make the difference between DTCA campaigns that effectively meet the needs of both consumers and pharmaceutical marketers and those that do not.

Keywords:
*analysis/United States/direct-to-consumer advertising/consumer behaviour & knowledge/doctor-patient relationship/consumer drug prices