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| Author: | White H.J. (et al.) |
| Title: | "Ask your doctor!" Measuring the effect of direct-to-consumer communications in the world's largest healthcare market |
| Journal: | International Journal of Advertising
2004 : VOL. 23:1, p. 53-68 |
| Index terms: | Advertising Direct selling Health economics Pharmaceutical industry |
| Language: | eng |
| Abstract: | Money is the indispensable indicator for developing a new drug from a promising molecule into a proven and government-approved contender for physician prescription. More money is required to alert busy practitioners to the unfamiliar new therapy and its use. Since 1997, American drug manufacturers have been at liberty to also alert potential patients to these new therapies, communicating to them directly rather than through physicians. Such direct-to-consumer (DTC) promotion in the United States now accounts for an average of at least 15% of pharmaceutical marketing (as opposed to development) expenditure: a total of US$ 2,8 billion in 2001. |
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