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What kind of patients and physicians value direct-to-consumer advertising of prescription drugs

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  • Füsun Gönül
  • Franklin Carter
  • Jerry Wind

Abstract

Direct-to-consumer (DTC) advertising of prescription drugs can enhance the physician–patient relationship, as well as benefiting its sponsor. However, overall benefits can only occur if the patients value the information enough to discuss it with their physicians and the physicians are not predisposed against the DTC information. We investigate the impact of demographics and exposure to marketing on consumers' and physicians' receptiveness to DTC advertising of prescription drugs, using data from two nationwide surveys. We find that consumers who have an ongoing need for health care, that is, those with children or with a chronic condition requiring medication, value prescription drug advertising more highly, while older consumers, consumers who have been sick recently, or more educated consumers are more likely to trust their physicians instead. We find that more experienced physicians, physicians who see more patients, or those who have more exposure to pharmaceutical advertisements are more accepting of DTC advertising of prescription drugs. Copyright Kluwer Academic Publishers 2000

Suggested Citation

  • Füsun Gönül & Franklin Carter & Jerry Wind, 2000. "What kind of patients and physicians value direct-to-consumer advertising of prescription drugs," Health Care Management Science, Springer, vol. 3(3), pages 215-226, June.
    • Handle: RePEc:kap:hcarem:v:3:y:2000:i:3:p:215-226
    DOI: 10.1023/A:1019005827097
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    Cited by:

    1. Liu, Qiang & Gupta, Sachin, 2011. "The impact of direct-to-consumer advertising of prescription drugs on physician visits and drug requests: Empirical findings and public policy implications," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 205-217.
    2. Meredith B. Rosenthal & Ernst R. Berndt & Julie M. Donohue & Arnold M. Epstein & Richard G. Frank, 2003. "Demand Effects of Recent Changes in Prescription Drug Promotion," NBER Chapters, in: Frontiers in Health Policy Research, Volume 6, pages 1-26, National Bureau of Economic Research, Inc.
    3. Qiang Liu & Hongju Liu & Manohar Kalwani, 2020. "“See your doctor”: the impact of direct-to-consumer advertising on patients with different affliction levels," Marketing Letters, Springer, vol. 31(1), pages 37-48, March.
    4. Michal Herzenstein & Sanjog Misra & Steven Posavac, 2004. "How Consumers’ Attitudes Toward Direct-to-Consumer Advertising of Prescription Drugs Influence Ad Effectiveness, and Consumer and Physician Behavior," Marketing Letters, Springer, vol. 15(4), pages 201-212, December.
    5. Muhammad Alshurideh & Barween Al Kurdi & Ala Abdullah Abumari & Said A. Salloum, 2018. "Pharmaceutical Promotion Tools Effect on Physician's Adoption of Medicine Prescribing: Evidence from Jordan," Modern Applied Science, Canadian Center of Science and Education, vol. 12(11), pages 210-210, November.
    6. Fortenberry Jr., John L. & McGoldrick, Peter J., 2011. "Receptiveness of Black Americans to outdoor advertising," Journal of Business Research, Elsevier, vol. 64(6), pages 586-593, June.

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