The Effect of Manufacturer-to-Consumer Prescription Drug Advertisements: An Exploratory Investigation

Abstract

Spending on direct-to-consumer (DTC) advertisements by the pharmaceutical industry has increased rapidly during the past decade, generating substantial debate as to their efficacy and/or harmful effect on the ultimate patient consumer. Critics of DTC advertisements have long suggested that prescription drug advertisements are too costly, they confuse the audience and they have an adverse impact on the traditional doctor/patient relationship. Proponents of the advertisements note that DTC drug advertisements increase awareness of the availability of new drug therapies and promote patient interest in their own health treatment options. The current paper examines the results of a survey of 205 respondents using a six factor model which tested for advertisement effect on patient: (1) persuasiveness, (2) information, (3) inquiry, (4) delivery, (5) doctor input and, (6) awareness. The authors provide the results of their findings and make conclusions about the relative effectiveness (or lack thereof) of these advertisements based on the mean scores for each of the indicated factors. Tests for significance between male and female, as well as age group are included, as are other interesting findings which emerged from the research.