Looking Beyond FDA Warning Letters to Explore Unforeseen Trouble Spots in eDTCA: A Response to Recent Commentaries.

Abstract

I would like to take this opportunity to express my deepest gratitude to everyone who responded to my study entitled: “Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters.”1 Scholars from several different fields, including medical science, pharmacy, business, and communication have all participated in the discussion of current issues and the future of direct-to-consumer advertising (DTCA), bringing multifaceted viewpoints to bear on prescription drug marketing based on their own disciplines. It was a high honor and a truly gratifying experience to receive such valuable comments from colleagues in my own field, as well as scholars who have dedicated their research in DTCA of prescription drugs in other fields. I appreciate their insights into the research on online DTCA of prescription drugs, which enabled me to broaden my perspective on an area of prescription drug promotions that could not only influence consumers, but also other stakeholders, such as policy-makers, clinicians, and marketers. These commentaries expand on ideas of current regulatory issues regarding online promotions, and discuss further unforeseen concerns that might arise due to emerging media options consumers will have in the future—all of which warrant more research and close scholarly attention.