scholarly journals ON THE COVERThe Rise of Direct-to-Consumer Advertising of Prescription Drugs in the United StatesRethinking the Role of the Learned Intermediary: The Effect of Direct-to-Consumer Advertising on LitigationChallenges in Regulating Direct-to-Consumer AdvertisingGifts to Physicians in the Consumer Marketing EraDirect-to-Consumer Advertising of Prescription Drugs: Implications for the Patient-Physician Relationshipit was too soon when I went downGrandpa

JAMA ◽  
2000 ◽  
Vol 284 (17) ◽  
pp. 2239
Keyword(s):  
Prescription Drugs ◽  
Direct To Consumer ◽  
Direct To Consumer Advertising ◽  
Consumer Marketing

Effects on Direct-to-Consumer Advertising of Prescription Drugs in Singapore: The Moderating Role of Low Credibility

2009 ◽  
Vol 12 (2) ◽  
pp. 215-229
Author(s):  
Siva Muthaly ◽  
Hong-Youl Ha ◽  
Jing Ping Yeo ◽  
Nam-Yun Kim
Keyword(s):  
Prescription Drugs ◽  
Behavioral Intentions ◽  
Activity Data ◽  
Direct To Consumer ◽  
Consumer Beliefs ◽  
Proposed Model ◽  
Dtc Advertising ◽  
Direct To Consumer Advertising

As consumer beliefs about direct-to-consumer (“DTC‘) advertising vary, two different types of beliefs (beliefs about DTC advertising and beliefs about quality of treatment) are associated with how consumers' beliefs affect behavioral intentions. The authors also consider how consumers' judgments of DTC advertising of prescription drugs vary with different levels of credibility. Taking a moderating effect perspective on the consumer beliefs-behavioral intentions formation, the authors theorize that the lower level of credibility is a key element in facilitating consumer activity. Data from Singaporean had been used to test a proposed model. The findings show that the effect of beliefs about quality of prescription drugs advertised on behavioral intention is more powerful than the effect of beliefs about DTC advertising. The interaction effects suggest that at a lower level of credibility on DTC advertising, consumers are likely to discuss this matter with their doctors to increase their confidence.

The Shape of Demand: What Does It Tell Us about Direct-to-Consumer Marketing of Antidepressants?

2008 ◽  
Vol 8 (2) ◽  
Author(s):  
Chad D. Meyerhoefer ◽  
Samuel H Zuvekas
Keyword(s):  
Medical Expenditure Panel Survey ◽  
Demand Curve ◽  
Medical Expenditure ◽  
Direct To Consumer ◽  
Medication Costs ◽  
True Match ◽  
Promotional Campaign ◽  
Using Data ◽  
Direct To Consumer Advertising ◽  
Consumer Marketing

Abstract Much of the debate surrounding Direct-to-Consumer Advertising (DTCA) of pharmaceuticals centers on whether DTCA conveys useful information to consumers or indiscriminately increases requests for the advertised medication. By identifying how DTCA changes the shape of the demand curve for antidepressants, we seek to infer the promotional objectives of manufacturers. Using data from the 1996-2003 Medical Expenditure Panel Survey (MEPS), we find that advertising shifts the demand curve for antidepressants outward and rotates it counter-clockwise. DTCA increases the probability that an individual will initiate use of antidepressants, particularly when out-of-pocket medication costs are low, but does not necessarily increase utilization levels among those already taking antidepressants. This is consistent with a promotional campaign that seeks to alert consumers to the product's existence, but conveys no real information that would allow them to learn their true match with the product.

scholarly journals Controversial advertising of medicines. A comparison between Poland and the United States

2018 ◽  
Vol 21 (5) ◽  
pp. 67-79
Author(s):  
Marta Makowska
Keyword(s):  
United States ◽  
Prescription Drugs ◽  
The United States ◽  
The European Union ◽  
Negative Consequences ◽  
Direct To Consumer ◽  
Law And Ethics ◽  
The Us ◽  
The Law ◽  
Direct To Consumer Advertising

For many years, the subject of aggressive marketing campaigns conducted by pharmaceutical companies has been raised in Poland. Drug ads are everywhere, on television, the radio, magazines and on the Internet. Therefore, it is extremely important is to ensure both their legal and ethical dimension. This article will present the differences between direct-to-consumer advertising of medicines in Poland and in the US. The dissimilarities result mainly from differences in legislation. In Poland, the law is much stricter than in the US. For example, in the United States companies are allowed to advertise prescription drugs directly to patients. In the whole of the European Union, and thus in Poland, it is strictly prohibited. The article will also present other regulations existing in Poland and in the United States and it will compare them. It will offer examples of violations of the law and ethics in the advertising of medicine in both countries. Lastly, it will briefly outline the negative consequences of unacceptable pharmaceutical marketing.

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