Marketing & PR Firms - What Are the Benefits of Direct-to-Consumer Advertising?
Saturday, November 23, 2013
Direct-to-consumer advertising refers to the marketing of prescription drugs to consumers rather than physicians. It is prohibited in most countries but allowed in the United States and can be seen in advertising mediums such as television commercials. The marketing promotes the brand as much as the medicine itself. While there are serious concerns about the risks of direct-to-consumer advertising, several advantages exist.
Law of Numbers
Critics of direct-to-consumer advertising argue that a high proportion of people who see such advertising and persuade their physicians to prescribe the drugs do not actually need to take them. One counterargument is that even if this is true, there is still an increase in the number of people genuinely in medical need who take the drug as a result of the advertising, thus improving public health. The stronger of the arguments may depend on the cost and health consequences for those who take the drugs unnecessarily.
Reminder
It is possible that sustained advertising may serve to remind people who have already been prescribed a particular drug to keep taking it as required rather than to forget to do so. This contributes to improved public health.
Regulation
Broadcasting regulations mean advertisers must usually list all significant risks of side effects from taking the drug. While the advertisement may increase demand for the drug, it may also increase the possibility that consumers will question whether a drug is appropriate. This in turn may put more pressure on doctors to carefully consider the dangers of side effects for a particular patient. It may also lower the number of people who request a drug solely because it has been recommended by friends or family who aren't qualified to share potential negatives.
Specific Groups
Direct-to-consumer advertising, particularly on television, may be effective at reaching people who are not normally health literate; for example, those with limited education who may be less likely to realize that particular symptoms could indicate a significant medical problem.
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Marketing, Marketing amp; PR Firms
Law of Numbers
Critics of direct-to-consumer advertising argue that a high proportion of people who see such advertising and persuade their physicians to prescribe the drugs do not actually need to take them. One counterargument is that even if this is true, there is still an increase in the number of people genuinely in medical need who take the drug as a result of the advertising, thus improving public health. The stronger of the arguments may depend on the cost and health consequences for those who take the drugs unnecessarily.
Reminder
It is possible that sustained advertising may serve to remind people who have already been prescribed a particular drug to keep taking it as required rather than to forget to do so. This contributes to improved public health.
Regulation
Broadcasting regulations mean advertisers must usually list all significant risks of side effects from taking the drug. While the advertisement may increase demand for the drug, it may also increase the possibility that consumers will question whether a drug is appropriate. This in turn may put more pressure on doctors to carefully consider the dangers of side effects for a particular patient. It may also lower the number of people who request a drug solely because it has been recommended by friends or family who aren't qualified to share potential negatives.
Specific Groups
Direct-to-consumer advertising, particularly on television, may be effective at reaching people who are not normally health literate; for example, those with limited education who may be less likely to realize that particular symptoms could indicate a significant medical problem.
