Future Challenges and Opportunities in Online Prescription Drug Promotion Research Comment on "Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters".

Brian G Southwell,Douglas J Rupert

doi:10.15171/ijhpm.2016.05

Abstract

Despite increased availability of online promotional tools for prescription drug marketers, evidence on online prescription drug promotion is far from settled or conclusive. We highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs. We also highlight five key areas for future research: branded drug website influence on consumer knowledge and behavior, interactive features on branded drug websites, mobile viewing of branded websites and mobile advertisements, online promotion and non-US audiences, and social media and medication decisions.

Highlights

We highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs
Research has not yet explored how interactive features influence consumer knowledge, perceptions, and behavior in this arena and whether their presence interferes with the fair balance of benefit and risk information mandated by Food and Drug Administration (FDA)
Mobile Viewing of Branded Websites and Mobile Advertisements Consumers increasingly access the Internet on mobile devices—such as smartphones and tablets—to seek health information online.[21]

Summary

Introduction

We highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs.

Results

Conclusion