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| Author: | Eagle, L. Chamberlain, K. |
| Title: | Prescription medication advertising: professional discomfort and potential patient benefits - can the two be balanced? |
| Journal: | International Journal of Advertising
2004 : VOL. 23:1, p. 69-90 |
| Index terms: | Direct selling Health and safety Medical care Medicine New Zealand |
| Language: | eng |
| Abstract: | Current controversies surrounding direct-to-consumer (DTC) promotion of prescription drugs are reviewed in an attempt to address the empirical information void and to provide a framework for sound policy deliberations by policy-makers. The paper begins by reviewing the principal arguments put forward by supporters and by opponents of the activity. Then it reports on a series of interconnected empirical studies that examine perceptions of the impact of DTC has on patient consultations and on the physician-patient relationship in New Zealand, one of the markets where prescription drug promotion direct to consumers is permitted. |
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