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Presentation
Promotion of prescription medicines: a critical review and research agenda
Faculty of Health and Behavioural Sciences - Papers (Archive)
  • Janet Hoek, Massey University
  • Philip Gendall, Massey University
  • Judith Holdershaw, Massey University
  • Sandra C. Jones, University of Wollongong
  • John Rossiter, University of Wollongong
RIS ID
8068
Publication Date
1-1-2002
Publication Details

Hoek, J., Gendall, P., Holdershaw, J. , Jones, S. C., and Rossiter, J. R. & (2002). Promotion of prescription medicines: A critical review and research agenda. In R. Shaw, S. Adam & H. McDonald (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference, 2-4 December 2002 (pp. 2221-2227). Melbourne, Australia: Deakin University.

Abstract

Direct to consumer advertising (DTCA) of prescription medicines has generated considerable controversy in both New Zealand and the United States, the only two countries that currently permit promotion ofrestricted medicines. Arguments against DTCA include the effect this may have on doctor-patient relationships, its implications for drug costs, and the extent to which it fully informs potential patients. Conversely, proponents of DTCA claim that it increases knowledge of a variety of common medical conditions, thus fostering earlier diagnosis and better compliance with treatments. However, although arguments for and against DTCA have merit, neither side has supported its position with empirical evidence. In particular, the extent to which DTC promotions communicate effectively and achieve their objective of improving wider consumer knowledge remains unclear. This paper critically evaluates the alleged effects of DTCA and outlines our research agenda, which is designed to bridge current knowledge gaps and provide a more informed basis for public policy decisions.

Citation Information
Janet Hoek, Philip Gendall, Judith Holdershaw, Sandra C. Jones, et al.. "Promotion of prescription medicines: a critical review and research agenda" (2002)
Available at: http://works.bepress.com/jrossiter/21/