Medicine And Drugs Direct To Consumer Pharmaceutical Marketing

1634 words - 7 pages

The Problems of Direct to Consumer Pharmaceutical Marketing

 
    In 1997, the Food and Drug Administration relaxed its restrictions on direct-to-consumer marketing of pharmaceuticals. Prior to this ruling, drug manufacturers were prohibited from mentioning both the name of the drug and its indications in consumer-directed advertisements without also including a large amount of technical information about the drug, including all known side effects, contraindications, and dosage recommendations (Stevens, 1998). In addition to interfering with the appeal of the advertisements, such requirements rendered broadcast ads infeasible due to time constraints, and hindered ads in print media due to cost and space availability. These requirements were abolished in the 1997 FDA policy changes, and pharmaceutical companies were permitted to market drugs by name as treatments for specific conditions, with the minimal requirement that ads give mention to major risks identified in clinical trials (Melillo, 2001). As a result, manufacturer expenditures on direct-to-consumer advertising, which totaled $791 million in 1996, rose to $2.6 billion for the year 2000 (Mitchell, 2001). Television, radio, and print media became saturated with ads promoting treatments for conditions ranging from depression to high cholesterol. Names such as Zoloft, Claritin, and Lipitor, which were previously known mostly to health professionals, quickly became part of the national vocabulary. Consequently, spending on prescription drugs has increased significantly over the past several years as consumers are enticed to seek advertised medications (HealthBizNews.com, 2001).

 

This new face of drug marketing has sparked a raging debate about the accompanying effects on the health of the American public: does direct to consumer marketing benefit the public by providing education about available treatments, or does it diminish the quality of healthcare by raising costs and causing unnecessary treatment? Proponents of direct-to-consumer, or DTC, pharmaceutical advertising, most prominently the drug companies themselves, argue that DTC marketing results in improved public health by increasing consumer awareness. According to this view, direct marketing to the consumer alerts the public of the availability of treatment for a given condition, a fact of which it may not otherwise be aware. This knowledge may prompt people to seek medical help rather than unnecessarily accepting their ailments (Miller, 1998). Furthermore, supporters claim that ads raise awareness of undiagnosed conditions by providing information about symptoms. Since countless Americans suffer from undiagnosed disorders-only half of the estimated 16 million Americans with diabetes know they have the disease-the motivation to seek treatment provided by these ads is a valuable public benefit (Health Matters, 1998). Similarly, by prompting people to visit a doctor, ads may help identify conditions unrelated to the...

Find Another Essay On Medicine and Drugs - Direct to Consumer Pharmaceutical Marketing

Direct Mail and Email Marketing Essay

2641 words - 11 pages response rate than email marketing (25% vs. 23%), but direct mail costs 100 times as much as email (CMO Council Website). Direct marketers were surveyed and they said that they want to decrease their spending on direct mail by 12% in 2013. The average response rate was 4.4% for direct mail from business to business and also business to consumer mailings in 2012. This response rate was higher than the industry had expected. In January of this year

Cannabis verses pharmaceutical drugs to treat seizure disorders

1640 words - 7 pages eliminate the use of pharmaceutical drugs. This is a much smarter approach to treating diseases and preserving one's body and major organs, holistically. Obviously cannabis was put on this planet for a purpose, medicine. Our bodies have the ECS, as well as the receptors, which allows our bodies to respond in many different ways to the THC, CBD, and CBN. Many people are unaware of the many beneficial properties cannabis contains. Media has drilled into

Services Marketing: Dell Being Direct to Customer

2814 words - 11 pages show how Dell's efficient use of services marketing has leaded the company to become one of the top computer manufacturers in the world.COMPANY BACKGROUNDDell Incorporated was founded by Michael Dell in 1984 and went on to public in 1988 at NASDAQ. He believes the concept of build-to-order and direct contact with customer has advantages to compete with most of the manufacturer in the personal computer industry. By offering low cost products and

Consumer Behavior and Marketing Strategy

10119 words - 40 pages making other marketing decisions;* Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;* How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and* How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the

Direct Marketing and Avon Beauty Products

1180 words - 5 pages Direct marketing The definition of DM is very complicated but it is simply selling a product or service via direct advertising sent through the mail, and also via several Internet promotion methods. The direct selling method enables the consumers to bypass inefficient wholesale and retail distribution systems. Women who left business in order to have children is able to do part time business, and also a very attractive career for woman

Consumer Behavior and Marketing Concepts Paper

747 words - 3 pages IntroductionThough many of today's marketing practices have evolved due to increased technology, the marketing environment still centers around the 4 P's of marketing. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives.Reflecting on my recent 2005 Chevy Tahoe SUV purchase, the 4P's

Consumer Behavior and Marketing Concepts Paper.

609 words - 2 pages profitable product.Tylenol, the then leading U.S. pain-killing medicine, faced a catastrophic crisis when seven people in Chicago were reported dead after taking extra-strength Tylenol capsules. It was reported that an unknown suspect put 65 milligrams of deadly cyanide into Tylenol capsules, 10,000 times more than what is necessary to kill a human. Tylenol was generally credited with dealing with the problem in a textbook-like manner and was

'Why is it so important for academics and marketing managers to understand the impact of external influences on consumer behaviour?'

2157 words - 9 pages behaviour. In order for marketing managers and academics to get a better grasp on those influences that affect the markets, they use a variety of different methods to investigate the wants and needs of the customers. They do this by using a combination of psychographics, demographics and geographics to try to understand any changes that occur in consumer behaviour. All of these approaches when studying consumer behaviour help marketers and academics

The New Direct and Digital Marketing: The Marketing Mix and the 4 P's Revised

1560 words - 7 pages perspective is to deliver its values to the consumer, make them believe they are at the centre of the companies’ attention and they are willing to create a meaningful relationship with them. In order to do so, companies need to fully satisfy their consumers and here comes the role of the direct marketer. Direct Marketing provides tools such as social media and other online platforms, where the marketer can build up a profile for his customers and

Consumer Behaviours and Marketing of Wine and Foods

2246 words - 9 pages change, biological diversity, population, food accessibility, supply of water and sustainability among other food related matters. Due to unlimited option of brands people make their choices depending on some factors that influence the products and at further points the choices can be influenced by effective marketing. There are both secondary and primary factors that determine the consumer behaviours with regards to food choice and consumption

Consumer Behavior and the Four P's of Marketing

1018 words - 4 pages Consumer behavior is the how, what, when, and why people buy, a blending of psychology, sociology and economics. Attempting to understand a buyer's decision-making process both individually or in groups can at times be impossible. Understanding peoples wants and needs to transform those into marketing a product the consumer wants and needs is what product, price, promotion and place are all about.Defining Consumer BehaviorConsumer behavior is

Similar Essays

Synopsis Of A Current Business Research Paper: Direct To Customer Advertising Of Pharmaceutical Products: Issue Analysis And Direct To Consumer Promotion

1167 words - 5 pages conducted surveys focused on DTCA. The analysis was of a 2002 and 2003 survey results conducted by the FDA Division of Drug Marketing, Advertising, and Communication ofgeneral practitioners and specialsists.ConclusionThe DTCA article discussed the Direct-To-Customer Advertising (DTCA) of Pharmaceutical Products: Issue Analysis and Direct-To-Consumer Promotion. This synopsis defined the research, stated its purpose, explained the problem, identified the

Direct To Consumer Pharmacuetical Advertising Essay

1422 words - 6 pages The Misleading Truth About Pharmaceutical Advertisements      Is a patient at liberty to diagnose his or her own affliction? If so, are they also qualified enough to know the right medication and take into consideration the drugs adverse effects? With the recent onset of direct to consumer advertising for prescription drugs, this is becoming the case. In 1994, expenditures on direct to consumer advertisements were

An Evaluation Of Direct To Consumer Testing And Need For Integrative Genetic Counseling

2057 words - 8 pages to their genetic risk. Genetics in Medicine. 2008;10(12):888-94. doi:10.1097/GIM.0b013e31818de6d7. 13. Bowen DJ, Harris J, Jorgensen CM, et al. Socioeconomic influences on the effects of a genetic testing direct-to-consumer marketing campaign. Public Health Genomics. 2010;13(3):131-42. doi:10.1159/000231722. 14. Bako AD, Hutson SP, Loud JT, et al. BRCA mutation-negative women from hereditary breast and ovarian cancer families: a qualitative study of the BRCA-negative experience. Health Expectations. 2008;11(3):220-231. doi:10.1111/j.1369-7625.2008.00494.x.

Drugs And Medicine, Critical Difference! Essay

1646 words - 7 pages Have you ever wondered what the difference between a drug and a medicine is? In most cases people think of drugs and medicines as the same, they both attempt to solve a problem in your body or your psychological state; however, that is false. Drugs and medicines are actually the complete opposite of each other (“Critical Difference”, n.d). Medicines are substances that can be liquids or pills etc. that are used to restore your body to its normal