In the past 20 years, the advertising of prescription drugs has gone from being a rarity in one of the most common forms of consumer advertising, with ads for antidepressants and drugs for heart beat of the heart are now common to food and fast cars. At the same time, lead to consumer (DTC) has attracted an increasing number of criticisms from consumer advocates, health professionals and elected officials. This article explores the extent to which this criticism is justified and the extent to which it lacks strength. More specifically, the article questions the allegations that (1) DTC advertising is misleading, (2) DTC minimizes the risks of the products, (3) DTC focuses on trivial or imaginary diseases (4) DTC does promote non-drug solutions to health problems, (5) the DTC night of the doctor-patient relationship, and (6) DTC is responsible for the rapid increase in drug costs.
by
Anthony D. Cox,
Dena Cox
Source: Business Horizons
9 pages.
Date Posted: March 15, 2010. Prod #: BH382-PDF-ENG
A Defense of Direct-to-Consumer Prescription Drug Advertising Case Solution
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