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Trends And Effects Of Pharmaceutical Dtca, Alberto Coustasse, P. Sathorn, William K. Willis
Trends And Effects Of Pharmaceutical Dtca, Alberto Coustasse, P. Sathorn, William K. Willis
Management Faculty Research
Purpose – The purpose of the review is to investigate the current trend of pharmaceutical Direct-to-Consumer Advertising (DTCA) in the US and its effect on patients, physicians, and drug utilization. DTCA by pharmaceutical firms may be defined as an attempt by pharmaceutical companies to advertise products directly to patients.
Design/methodology/approach – Methodology for this paper is a literature review approach.
Findings – Pharmaceutical DTCA demonstrated a reduction in total spending, while the online channel media experienced growth. DTCA has influenced the physician-patient relationship and patient satisfaction. Patients who received medication associated with DTCA showed higher satisfaction. DTCA of second-line drugs …