We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical firms providing horizontally differentiated (branded) drugs. Patients differ in their susceptibility to the drugs. If DTCA is allowed, this can be employed to induce (additional) patient visits. Physicians perfectly observe the patients' type (of illness), but rely on informat...

Direct-to-consumer advertising (DTCA) is ubiquitous in media outlets, but little is known about the ways in which consumers' values, needs, beliefs, and biases influence the perceived meaning and value of DTCA. This article aims to identify the taxonomy of readership categories that reflect the complexity of how health care consumers interact with DTCA, with particular focus on individuals' per...

There is growing international concern about the risks posed by direct-to-consumer advertising (DTCA) of prescription pharmaceuticals, including via the internet. Recent trade agreements negotiated by the United States, however, incorporate provisions that may constrain national regulation of DTCA. Some provisions explicitly mention DTCA; others enable foreign investors to seek compensation if ...

The pharmaceutical industry is a very promotions intensive industry. This industry has always used sales representatives to target physicians, who are a key link in sales and market share for prescription pharmaceuticals. Since August of 1997 when the Food and Drug Administration eased the restrictions on Direct-to-consumer advertising (DTCA), there has been a dramatic increase in the use of DT...

The increasing prominence of new Internet and social media technologies and their growing importance as a source of health information are pushing the pharmaceutical industry towards digital channels. This paper explores the potential impacts of the pharmaceutical industry’s increasing interest in online marketing and considers how the existing regulatory framework in Canada translates into the...

hyosun kim’s report “trouble spots in online direct to consumer prescription drug promotion: a content analysis of fda warning letters”aims to teach marketers how to avoid breaching current food and drug administration (fda) guidelines in their online drug promotion. while kim hopes to minimise the potential for online promotion to misinform consumers and the study is carefully conducted, teach...

BACKGROUND Direct-to-consumer advertising (DTCA) of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for dr...

the above titled paper examined the food and drug administration’s (fda’s) warning letters and notice of violations (nov) over a 10-year period. findings from this content analysis reinforced what has been the primary issue for prescription direct-to-consumer advertising (dtca) since its beginning, the fair balance of risk and benefit information. as opposed to another analysis in 2026 about th...

Does direct-to-consumer advertising (DTCA) of prescription drugs influence the quantity of pharmaceuticals prescribed? If so, what effects does it have on the appropriateness of treatment, healthcare costs and patient/physician communications? Two recent papers by CIHR-funded researcher Dr. Barbara Mintzes, at the University of British Columbia’s Centre for Health Services and Policy Research, ...