Direct-to-consumer-advertising of prescription medicines: a theoretical approach to understanding.
OBJECTIVE
The pharmaceutical industry is a leader in research and development investment. New treatments need to be communicated to the market, and consumers are increasingly interested in learning about new drugs. Direct to consumer advertising of prescription medicines (DTCA) is a controversial practice where many of the arguments for and against are not supported by strong evidence. This paper aims to contribute to a research agenda that is forming in this area.


METHODS
The paper reports on a systematic review that was conducted and applies accepted theoretical models to the DTCA context. The systematic review methodology is widely accepted in the medical sector and is successfully applied here in the marketing field.


RESULTS
The hierarchy of effects model is specifically applied to DTCA with a clear emphasis on consumer rights, empowerment, protection and knowledge.


CONCLUSIONS
This paper provides healthcare practitioners with insight into how consumers process DTCA messages and provides guidance into how to assist in this message processing.
Harker
Michael
M
Faculty of Business, University of the Sunshine Coast, Maroochydore South, Queensland, Australia.
Harker
Debra
D
D000329:Advertising; D003256:Community Participation; D004345:Drug Industry; D008962:Models, Theoretical; D004364:Pharmaceutical Preparations
D004364:Pharmaceutical Preparations