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Special Report on

Direct to Consumer Drug Advertising

direct to consumer drug advertising special research report Photo by media.thestar.topscms.com
Direct-to-consumer advertising may not be giving big pharma such a big bang for their five billion bucks after all. Despite the billions spent on bringing drug marketing campaigns straight into patients’ living rooms, such strategies have a modest effect at best—and in some cases, no effect at all. “People tend to think that if direct-to-consumer advertising wasn’t effective, pharma wouldn’t be doing it,” says Harvard Medical School professor Stephen Soumerai , principal investigator on the study. “But as it turns out, decisions to market directly to consumers is based on scant data.” This study was based at the Department of ...
but can apply in other areas as well. This form of advertising is directed toward patients, rather than healthcare professionals. Forms of DTC advertising include TV, print, radio and other mass and social media . There are ethical and regulatory concerns regarding DTC advertising, specifically the extent to which these ads may unduly influence the prescribing of the prescription medicines based on consumer demands when, in some cases, they may not be medically necessary.
REVIEWS AND OPINIONS
Consumer adverts for pharmaceuticals: Impact on prices and sales ...
As a result of changes in regulation in the late 1990s, spending on direct-to-consumer advertising of pharmaceutical drugs in the US leapt from $150 million in 1993 to $4.24 billion in 2005. This column examines the effect on demand, finding that broadcast advertising was responsible for 18% of the overall increase in prescription drug expenditures in the US during the period. Direct-to-consumer advertising (DTCA) by pharmaceutical companies has always been somewhat controversial, with the US and New Zealand being the only two developed countries that allow such promotion. Direct-to-consumer advertisements in the US are ... market research, surveys and trends
Ten Years Later: Direct to Consumer Drug Advertising — Commercial ...
David Kessler didn’t mince words. “Your companies likely will face lawsuits eventually about the claims they make for their products in television commercials,” the former Food and Drug Administration commissioner told a group of pharmaceutical executives. “One day in a courtroom, I assure you, one of you is going to have your DTC ads played.” Prescient speech It wasn’t just hard-hitting; it was prescient: Mr. Kessler’s speech came in 1998, a year after the FDA’s momentous decision to relax the guidelines regarding direct-to-consumer TV ads from drug companies. Since that time, DTC ... market research, surveys and trends

SURVEY RESULTS FOR
DIRECT TO CONSUMER DRUG ADVERTISING

HMS Press Release - Value of direct-to-consumer drug advertising ...
In the first-ever controlled study measuring the effectiveness of pharmaceutical direct-to-consumer advertising (DTCA), researchers found only a modest effect on drug sales. In some cases, DTCA had no effect at all. RELEVANCE: Currently, the United States and New Zealand are the only countries that allow drug companies to advertise directly to consumers. In 2006, pharmaceutical companies spent approximately $5 billion on consumer marketing campaigns, approximately 14 percent of their total promotional budget. Despite the lack of any controlled studies, industry experts have assumed that DTCA works. BOSTON, Mass. (Sept. 1, ... industry trends, business articles and survey research
Consumers' Reports On The Health Effects Of Direct-To-Consumer ...
This study found no widespread adverse health affects resulting from drug ads aimed at consumers, but society still needs to weigh in on the consequences of this advertising. Joel S. Weissman, David Blumenthal, Alvin J. Silk, Kinga Zapert, Michael Newman, and Robert Leitman ABSTRACT: We conducted a national telephone survey about health care experiences associated with direct-to-consumer advertising (DTCA) of prescription drugs. Among the 35 percent of our sample who had a physician visit during which DTCA was discussed, 25 percent received a new diagnosis, of which 43 percent were considered high ... industry trends, business articles and survey research
RELATED NEWS
Are You Normal or Finally Diagnosed?
The Diagnostic and Statistical Manual of Mental Disorders is a list that can be abused to the detriment of patients and benefit of drug companies. By Arnie Cooper “ M y dear Sir, take any road, you can’t go amiss. The whole state is one vast insane asylum.” — James L. Petigru Spend just a few minutes watching prime time television with its endless pageant of commercials for antidepressants and anti-anxiety meds and you start to wonder if USA really means the United States of Affliction . Such “direct to consumer” drug advertising ties into one of the most far-reaching criticisms in revising the ... market trends, news research and surveys resources
Why Consumer Transparency Falls Flat
The social graph. Data portability. Privacy. Data control. Peerset CTO and Co-founder Amit Kanigsberg has a few things to share on these topics in this second post in a series on the use of personal data. Pursuing Transparency is no Private Matter What does transparency mean to you? In the online advertising industry it conjures one of two things: 1) For the advertiser, full insight into the ad serving stack (from agency to publisher) or 2) For the consumer, full insight into the targeting data ad networks and data providers collect (e.g., Google, Bluekai). If your first thought was #1, you are forgiven. It is after all natural ... market trends, news research and surveys resources

INFORMATION RESOURCES

Strategic Maneuvering in Direct to Consumer Drug Advertising: A ...
Apr 15, 2008 ... The illustration of Direct to Consumer Drug advertising is deployed to show how communicative argument between a doctor and patient is ... technology research, surveys study and trend statistics
Keeping Watch Over Direct-to-Consumer Ads
Anyone who watches TV in the United States is probably familiar with "direct-to consumer" (DTC) advertising for prescription drugs. Provided by drug companies, these ads are aimed at a general audience, and not at health care professionals such as doctors, nurses, and pharmacists. The ads are broadcast on TV and radio, and published in magazines and newspapers. They also appear online. DTC advertising often features celebrity spokespeople, computer generated characters, or actors portraying happy and satisfied patients. A standout trait of these ads on TV is the narrated list of a drug's potential side effects. ... technology research, surveys study and trend statistics
Proponents of direct-to-consumer (DTC) drug advertising claim
Direct-To-Consumer Drug Ads. Simple tables showing drugs' expected outcomes are ..... K.J. Aikin, Direct-to-Consumer Advertising of Prescription Drugs: ...
REAL TIME
DIRECT TO CONSUMER DRUG ADVERTISING
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QUESTIONS AND ANSWERS
Do U.S. children take more psychotropic drugs than Europeans?
WEDNESDAY, Sept. 24 (HealthDay News) -- American children are three times more likely to be prescribed psychotropic medications for conditions such as ADHD and bipolar disease than European children are, a new study finds. Differences in regulatory practices and cultural beliefs about the benefit of medication for emotional and behavioral problems may explain this dramatic difference, the U.S. researchers added. "There is significantly greater use of atypical antipsychotics and SSRI-type antidepressants for child mental health treatment in U.S. than in Western Europe," said lead researcher Julie Zito, from the ...
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