Marshall University Marshall Digital Scholar Management Faculty Research Management, Marketing and MIS 2018 Trends and Effects of Pharmaceutical DTCA Alberto Coustasse Marshall University,
[email protected] P. Sathorn William K. Willis Marshall University,
[email protected] Follow this and additional works at: http://mds.marshall.edu/mgmt_faculty Part of the Health and Medical Administration Commons, and the Medical Specialties Commons Recommended Citation Sathorn, P., Willis W., & Coustasse, A. (2018). Trends and effects of pharmaceutical DTCA. International Journal of Pharmaceutical and Healthcare Marketing, 12(1), 61-70. This Article is brought to you for free and open access by the Management, Marketing and MIS at Marshall Digital Scholar. It has been accepted for inclusion in Management Faculty Research by an authorized administrator of Marshall Digital Scholar. For more information, please contact
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[email protected]. TRENDS AND EFFECTS OF PHARMACEUTICAL DTCA ABSTRACT 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 increased first-line drug utilization. Benefits of pharmaceutical DTCA include enhancing appropriate drug utilization and increasing awareness.