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| Author: | Hoek, J. Maubach, N. |
| Title: | A model for addressing stakeholders' concerns about direct-to-consumer advertising of prescription medicines |
| Journal: | European Journal of Marketing
2005 : VOL. 39:9-10, p. 1151-1165 |
| Index terms: | advertising medicine consumers stakeholders |
| Language: | eng |
| Abstract: | This paper aims at exploring how a "harm chain" analysis could identify and address stakeholders' (hereafter as: s-hldrs.) concerns about direct-to-consumer advertising of prescription medicines (DTCA). A "harm chain" analysis identifies common concerns held by s-hldrs. These include disquiet over the quality of information provided via DTCA and possible derogation of doctors' role as prescribers. The paper outlines prescriptive advertising guidelines that could address these issues, but notes that failure to achieve a satisfactory reduction in harm potential may result in a ban on DTCA. |
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