Healthy Skepticism Library item: 4177

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Cutrer CM, Pleil AM.
Potential outcomes associated with direct-to-consumer advertising of prescription drugs: physicians’ perspectives
Journal of Pharmaceutical Marketing & Management 1991; 5:(3-19):

Abstract:

A random sample of 2000 physician members of the Texas Medical Association was surveyed to assess physician perceptions of outcomes that might result from direct-to-consumer prescription drug advertisements appearing in print media. Three hundred forty-three usable responses were received. Respondents were asked to rate 22 potential outcome belief statements on a 5-point Likert scale (1 = strongly agree; 5 = strongly disagree). Overall, physicians agreed that direct-to-consumer advertising (DTCA) of prescription drugs would be more likely to result innegative outcomes than in positive outsomes for both themselves and consumers. Specifically, they disagree that DTCA would result in better drug therapies (mean = 4.01) and agreed that it would confuse patients (mean = 2.07) and increase patient demand for the advertised drug (mean = 1.75). These results indicate that physicians do not believe that DTCA will necessarily have a positive impact on consumers.

Keywords:
*analytic survey/United States/doctors/direct-to-consumer advertising/attitude toward promotion/consumer behaviour & knowledge/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/INFLUENCE OF PROMOTION: DOCTOR-PATIENT RELATIONSHIP/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING