Healthy Skepticism Library item: 6923

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

Kopp SW, Bang HK.
Benefit and risk information in prescription drug advertising: review of empirical studies and marketing implications
Health Mark Q 2000; 17:(3):39-56

Abstract:

As pharmaceutical companies began to advertise prescription drugs directly to consumers as well as to physicians, understanding the impact of benefit and risk information in drug advertising on physicians and consumers has become more critical. This paper reviews previous empirical studies that examined the content of benefit and risk information in drug advertising and its potential effects on physicians’ subsequent prescribing behaviors. It also reviews studies that investigated how consumers process information on a drug’s efficacy and side effects. Based on the findings of these studies, implications are discussed for effective marketing information development as well as for government regulation.