Regulation of prescription drug promotion: direct-to-consumer advertising

1998 ◽  
Vol 20 ◽  
pp. C86-C95 ◽  
Author(s):  
Minnie Baylor-Henry ◽  
Norman A. Drezin
Keyword(s):  
Prescription Drug ◽  
Direct To Consumer ◽  
Drug Promotion ◽  
Direct To Consumer Advertising

scholarly journals Demand Effects of Recent Changes in Prescription Drug Promotion

2003 ◽  
Vol 6 (1) ◽  
Author(s):  
Meredith B. Rosenthal ◽  
Ernst R. Berndt ◽  
Julie M. Donohue ◽  
Arnold M. Epstein ◽  
Richard G. Frank
Keyword(s):  
Prescription Drug ◽  
Drug Market ◽  
Drug Spending ◽  
Direct To Consumer ◽  
On Demand ◽  
Therapeutic Class ◽  
Drug Promotion ◽  
Prescription Drug Spending ◽  
Direct To Consumer Advertising ◽  
Prescription Drug Market

The release of clarified Food and Drug Administration (FDA) guidelines and independent changes in consumer behavior provide an opportunity to study the effects of direct-to-consumer advertising (DTCA) in the prescription drug market alongside the effects of various physician-oriented promotions. We examine the effects of DTCA and detailing for brands in five therapeutic classes of drugs, using monthly aggregate U.S. data from August 1996 through December 1999. In terms of impact of DTCA on demand, we provide evidence on two issues: (1) do increases in DTCA increase the market size of an entire therapeutic class? and (2) does DTCA increase within-class market share of advertised drugs? Our findings suggest that, for these classes of drugs, DTCA has been effective primarily through increasing the size of the entire class. Overall, we estimate that 13 to 22 percent of the recent growth in prescription drug spending is attributable to the effects of DTCA.

scholarly journals Effects of comparative claims in prescription drug direct-to-consumer advertising on consumer perceptions and recall

2014 ◽  
Vol 120 ◽  
pp. 1-11 ◽  
Author(s):  
Amie C. O'Donoghue ◽  
Pamela A. Williams ◽  
Helen W. Sullivan ◽  
Vanessa Boudewyns ◽  
Claudia Squire ◽  
...  
Keyword(s):  
Prescription Drug ◽  
Consumer Perceptions ◽  
Direct To Consumer ◽  
Direct To Consumer Advertising
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