Healthy Skepticism Library item: 7628

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

Lawrence LW.
A study of consumer recall of prescription medication advertisements
Journal of Pharmaceutical Marketing and Management 2002; 15:(1):52-58

Abstract:

This is a one-group after-only study of consumer recall of direct-to-consumer advertising (DTCA) of prescription medications. Ten prescription medications were randomly chosen for this study. Analyzed were 526 cases where consumers were asked to match these drug names with treatment conditions. Several of these prescription medications have achieved recall of greater than 50%. The relevance of this is that DTCA is turning what was once medical terminology into common household words. The main objective of DTCA is for patients to ask for pharmaceutical products by name.