Benefit and risk information in prescription drug advertising: review of empirical studies and marketing implications.
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.
Kopp
S W
SW
Department of Marketing, College of Business Administration, University of Arkansas, Fayetteville 72701, USA. skopp@uark.edu
Bang
H K
HK
D000329:Advertising / Q000331:legislation & jurisprudence / Q000379:methods*; D004345:Drug Industry; D004348:Drug Labeling; D011307:Drug Prescriptions; D004363:Drug Utilization; D006801:Humans; D008389:Marketing of Health Services; D014342:Truth Disclosure; D014481:United States; D014486:United States Food and Drug Administration