Abstract
The pharmaceutical industry spends billions of dollars annually on direct-to-consumer advertising (DTCA). Patient perspectives on the impact of televised DTCA on health-related behaviors and issues were assessed by means of a 68-question survey. 58.6% of respondents believed that DTCA allowed consumers to have a more active role in managing their health. However, 27.6% felt DTCA caused confusion, and an alarming 17.8% of respondents stopped taking their medication because of concerns about serious side effects mentioned in DTCA. Overall, participants believed DTCA plays a useful role in health self-management; however, a considerable percentage thought that the cost outweighs the benefits.
| Original language | English |
|---|---|
| Pages (from-to) | 42-55 |
| Number of pages | 14 |
| Journal | Health Marketing Quarterly |
| Volume | 26 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 2009 |
ASJC Scopus Subject Areas
- General Health Professions
- Marketing
Keywords
- Direct-to-consumer advertising
- Pharmaceutical industry
- Pharmaceutical marketing
- Survey
- Television advertising
Disciplines
- Medicine and Health Sciences
- Marketing