The use of pharmaceutical Web sites for prescription drug information and product requests
Abstract
Looks at how consumers used a pharmaceutical Web site to learn about a particular disease or product. Probes whether visitors used the Web site to decide which drug was right for them and whether they actually planned to request the product from their doctor. Gender and age differences in the use of Web site information were also examined. Increasing use of the Internet and data that show that direct‐to‐consumer advertising of prescription drugs empowers the patient to take a more active role in his/her choice of medications makes this article important for marketers as well as regulators.
Keywords
Citation
Maddox, L.M. (1999), "The use of pharmaceutical Web sites for prescription drug information and product requests", Journal of Product & Brand Management, Vol. 8 No. 6, pp. 488-501. https://doi.org/10.1108/10610429910299728
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited