Direct-to-consumer advertising of prescription medicines: A systematic review of the evidence from the perspective of the consumer - Rosca Sergiu

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Received (in revised form): 9th October, 2006 Michael Harker is Associate Professor in Marketing at the University of the Sunshine Coast in Queensland, Australia. He has a Bachelor of Science (Hons) in Economics from Southampton University and MA in Marketing from Lancaster University, both in England. His PhD in Strategic Management is from Griffith University, Brisbane, Australia and his research is concerned with social problems and the contribution of Social Marketing in solution of these issues. His articles have appeared in Journals in the USA, Europe and Australia. Before taking up a teaching and research position at the Australian University, he was Marketing Director for Lloyds in Europe. Debra Harker is Associate Professor in Marketing at the University of the Sunshine Coast and previously worked as a Marketing Consultant with KPMG Peat Marwick Management Consultants in England and AGB McNair in Australia. She achieved a BA (Hons) in Business Studies at South Bank University, London, and evaluated the effectiveness of the advertising self-regulatory scheme in Australia for her doctorate, which was awarded by Griffith University in Brisbane, Australia. She now lectures in Marketing at the University of the Sunshine Coast in Queensland, Australia and publishes in quality journals around the world. Keywords direct-to-consumer advertising of prescription medicines (DTCA), consumer knowledge, attitudes and behaviour, medicalisation Abstract Direct-to-consumer advertising of prescription medicines (DTCA) is a controversial practice where many of the arguments for and against are not supported by strong evidence. There is little research that considers DTCA from the consumer’s perspective, and this paper explores consumer education, consumer protection, medicalisation of consumer conditions and patient doctor relationships. The paper concludes that little is known about the impact of DTCA on actual consumer behaviour in relation to drug acquisition and use. Journal of Medical Marketing (2007) 7, 45–54. doi:10.1057/palgrave.jmm.5050060