Direct-to-Consumer Advertising: Today's Issues and Tomorrow's Outlook

Abstract

An extensive review of pharmacy and marketing literature shows that direct-to-consumer advertising (DTCA) strategies have changed significantly since the first advertisements were presented in the early 1980s. The future of DTCA, however, is still uncertain as the impact of this new marketing tactic on current health care practice is not yet fully understood. Physicians and pharmacists need to be aware of and respond to the knowledgeable patient, while the Food and Drug Administration (FDA) and pharmaceutical manufacturers must make cognizant decisions about the amount and the type of information that will be advertised directly to consumers. Finally, patients must understand the potential shortcomings of the information presented in prescription drug advertisements. This article will review the definition of DTCA, provide current examples of campaigns and their impact on health care communication, and predict changes that may occur as a result of FDA reconsideration of drug advertising regulations.

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