the adoption and use of digital forms of direct-to-consumer advertising (also known as “edtca”) is on the rise. at the same time, the universe of edtca is expanding, as technology on internet-based platforms continues to evolve, from static websites, to social media, and nearly ubiquitous use of mobile devices. however, little is known about how this unique form of pharmaceutical marketing impa...

On June 3, 2003, the European Council of health ministers rejected a proposal from the European Commission to allow drug manufacturers to advertise directly to particular groups of patients; the proposal had already been rejected by the European Parliament subsequent to a heated public debate in which consumer and patient groups almost unanimously argued that it was not the role of drug compani...

R ay Moynihan and colleagues describe disease mongering as, " widening the boundaries of treatable illness in order to expand markets for those who sell and deliver treatments " [1]. In this article, I examine one aspect of disease mongering: activities fi nanced by drug companies to promote sales by expanding the pool of patients potentially treated by their products, when no benefi t in terms...

CanWest Global Communication’s bid to overturn Ottawa’s ban on direct-to-consumer advertising (DTCA) of prescription drugs will face a stiff challenge after a court ruling has allowed a coalition of Canadian health and consumer groups and unions to intervene. The Nov. 5th decision by the Ontario Superior Court means that CanWest will not only have to oppose Health Canada, which currently forbid...

This paper studies the usefulness of advertising to both consumers and experts in specialized markets like the prescription drugs, travel and real-estate markets where the consumers’ purchasing decisions are influenced by the experts (e.g., doctors, travel agents and real-estate agents). Inspired by the features of the prescription drugs market the study shows that direct-to-consumeradvertising...

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different effects of marketing instruments. Randomly Utility Maximizing (RUM) discrete choice models that have been applied to this problem mig...

Direct-to-consumer pharmaceutical advertisements have slowly made its way as the main medium of endorsements for over-the-counter drugs in Philippines. Over years, consumer's level understanding regarding and self-medication possesses a gap that has caused misuse abuse drugs. This study was designed to determine impact direct-to-consumer advertisement on buying behavior consumers within Cabanat...

background for the purpose of understanding the food and drug administration’s (fda’s) concerns regarding online promotion of prescription drugs advertised directly to consumers, this study examines notices of violations (novs) and warning letters issued by the fda to pharmaceutical manufacturers.   methods the fda’s warning letters and novs, which were issued to pharmaceutical companies over a...