Strategic change within the pharmaceutical industry: the impact of direct-to-consumer advertising for prescription medicines

Margaret Hughes-Morgan, Joelle L. Kendrick, Fred W. Morgan and Jeffrey J. Stoltman

International Journal of Information Systems and Change Management, 2010, vol. 4, issue 3, 246-257

Abstract: Advertising prescription medicines directly to consumers is a controversial practice. At present, only two economically developed countries, the USA and New Zealand, allow complete direct to consumer advertising. The positive side is that consumers have access to greater levels of information about new and leading products. The negative side is the imbalance in presentation of benefits and risks via advertising. In this paper, we review the pros and cons of this practice and discuss its impact on product development and performance.

Keywords: direct-to-consumer advertising; DTCA; DTC; Food and Drug Administration; FDA; pharmaceutical industry; strategic change; prescription medicines; product development; product information; benefits; risks. (search for similar items in EconPapers)
Date: 2010
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