Practical Considerations When Evaluating Direct-to-Consumer Advertising as a Marketing Strategy for Prescription Medications

Abstract

The decision to use direct-to-consumer advertising (DTCA) for prescription drugs is one that pharmaceutical marketers must consider carefully. The risks, novelty, and controversy surrounding this strategy make it either appealing or intimidating, depending on the risk-seeking nature of the pharmaceutical company. To enhance one's ability to determine whether DTCA is an appropriate marketing strategy, product-related criteria have been presented for marketers to consider. By evaluating these criteria, as well as the current regulatory and social environments, pharmaceutical marketers will be prepared to design and justify an effective consumer-directed advertising campaign. Future research initiatives in this area can facilitate the quality of decision making by determining the impact of DTCA on patient/health care professional relationships, patient compliance and health, consumer attitudes, and medication prices. Consumer-directed pharmaceutical marketing initiatives are only going to expand in number and complexity. Understanding pertinent issues and challenges will make the difference between DTCA campaigns that effectively meet the needs of both consumers and pharmaceutical marketers, and those that do not.