Abstract
This paper examines attitudes of physicians toward direct-to-consumer advertising (DTCA) of prescription drugs. Physician awareness of DTCA continues at a very high level, although, negative attitudes may impair its usefulness. This study identified shortcomings of DTCA and physician concerns that could be addressed by marketers. For example, three quarters of physicians agree strongly or somewhat that DTCA does not provide adequate information on the risks and benefits of advertised products. More than half of the physicians (53 per cent) believe DTCA results in many patients requesting unnecessary prescriptions and an even greater percentage (66 per cent) believe DTCA creates a preference for brands when lower-cost generics would be sufficient. The negativism of physicians should cause marketers to ask if their return on DTCA is worth the cost.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
