Direct-to-Consumer Advertising of Prescription Drugs
Analysis of the effects of direct-to-consumer advertising of prescription drugs.
Explore the issues surrounding the controversial use of DTC advertising by drug manufacturers. The paper investigates the causes and effects of this new marketing phenomenon in an effort to determine what makes DTC advertising so effective in our society.
“The pharmaceutical industry has always relied on marketing and advertising to move drugs from manufacturers? laboratories to consumers? medicine cabinets. From 1938, with passage of the Food, Drug and Cosmetic Act, until the mid 1980s, the industry focused its efforts almost entirely on physicians. Accurately recognizing physicians as their principal customer, drug manufacturers deployed large armies of sales representatives who marched into physicians? offices carrying promotional materials, drug samples, coffee mugs, calendars, “continuing education” dinner invitations and baseball tickets. ”