Consumer attitudes and behaviors associated with direct‐to‐consumer prescription drug marketing

Abstract

Purpose

This article seeks to examine attitudes about direct‐to‐consumer advertising (DTCA) of prescription drugs to final users (referred to as consumers in this paper).

Design/methodology/approach

A national telephone survey was carried out of 300 consumers that had seen a doctor in the last six months.

Findings

Consumer awareness of DTCA continues at a very high level (96 percent) among the adult consumer population. However, the majority of consumers (53 percent) disagreed somewhat or strongly with the statement “I like seeing advertisements directed to consumers for prescription drugs.” The majority of consumers (69 percent) agree strongly or somewhat that DTCA does not provide adequate information on the risks and benefits of advertised products. It appears that the use of DTCA by pharmaceutical companies is not stimulating nearly the information‐gathering response reported in past studies.

Research limitations/implications

Small sample size makes this survey exploratory.

Practical implications

This negativism may impair the usefulness of this type of advertising in the future. As television, magazine, radio, and other traditional media become less important, the internet may become an important channel for the growth of DTCA. Given the growing negativism of consumers, it is clear that significant changes in DTCA practices are necessary. Without significant changes, DTCA may become impractical or even prohibited.

Originality/value

The article adds to longitudinal data on consumer attitudes towards DTCA. It is hoped that this study will suggest areas for subsequent research and will elaborate on the practical consequences of DTCA and its implications for public health and welfare.

Citation

Friedman, M. and Gould, J. (2007), "Consumer attitudes and behaviors associated with direct‐to‐consumer prescription drug marketing", Journal of Consumer Marketing, Vol. 24 No. 2, pp. 100-109. https://doi.org/10.1108/07363760710737102