Direct to Consumer Prescription Drug Advertising

Research indicates that consumers desire more information on prescription drugs and related illnesses than is currently provided. This study examined consumer attitudes toward direct to consumer prescription drug advertising for prescription drugs. One hundred fifty-five patients were mailed on two separate occasions ads for two (unknown to them) hypothetical prescription medications. The ads were mailed at ten and three days prior to a regularly scheduled office visit with their usual physician. Patient behavior with respect to the ads was recorded during the office visits, by the physicians. Consumer characteristics were measured by questionnaires following the office visit. Results indicate that 8.4% of patients responded by asking their physician questions about drugs in the experimental ads. Consumer attitudes toward the ads were favorable. Respondents approved of the direct ads, believed they provided useful information, expressed a right to have the information, and would like to see more direct pr...