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Author, Analytic (01) : Perri, Matthew//Dickson, W. Michael
Title, Analytic (04) : Direct to consumer prescription drug advertising: consumer attitudes and physician reaction
Medium Designator (05) : Analytic survey
Journal Title (10) : Journal of Pharmaceutical Marketing & Management
Date of Publication (20) : 1987
Volume ID (22) : 3350
Issue ID (24) : 1
Location in Work (25) : 3-25
Notes (42) : Methodology note: This study only looked at patients in four practices in a single geographical location and the results may not be generalizable. Patients in this study were exposed to advertisements through direct mail which is not the usual form of DTC
Abstract (43) : Reseach indicates that consumers desire more information on prescription drugs and related illnesses than is currently provided. This study examined consumer attitudes toward direct to consumer prescription drug advertising for prescription drugs. One hundred fifty-five patients were mailed on two separate occasions ads for two (unknown to them) hypothetical prescription medications. The ads were mailed at ten and three days prior to a regularly scheduled office visit with their usual physician. Patient behaviour with respect to the ads was recorded during the office visits, by the physicians. Consumer characteristics were measured by questionnaires following the office visit. Results indicate that 8.4% of patients responded by asking their physician questions about drugs in the experimental ads. Consumer attitudes toward the ads were favourable. Respondents approved of the direct ads, believed they provided useful information, expressed a right to have the information, and would like to see more direct prescription drug ads.
Keywords (45) : *analytic survey/United States/direct-to-consumer advertising/print advertisements/attitude toward promotion/consumer behaviour & knowledge/value of promotion/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS