Strategic change within the pharmaceutical industry: The impact of direct-to-consumer advertising for prescription medicines

被引：1

作者：

Hughes-Morgan M. ^{[1
]}

Kendrick J.L. ^{[2
]}

Morgan F.W. ^{[3
]}

Stoltman J.J. ^{[3
]}

机构：

[1] Eli Broad College, Business Michigan State University, East Lansing

[2] Eli Lilly and Company, Lexington

[3] School of Business Administration, Wayne State University, Detroit

来源：

International Journal of Information Systems and Change Management | 2010年 / 4卷 / 03期

关键词：

Direct-to-consumer; Direct-to-consumer advertising; DTC; DTCA; FDA; Food and drug administration; Pharmaceutical industry;

D O I：

10.1504/IJISCM.2010.033078

中图分类号：

学科分类号：

摘要：

Advertising prescription medicines directly to consumers is a controversial practice. At present, only two economically developed countries, the USA and New Zealand, allow complete direct to consumer advertising. The positive side is that consumers have access to greater levels of information about new and leading products. The negative side is the imbalance in presentation of benefits and risks via advertising. In this paper, we review the pros and cons of this practice and discuss its impact on product development and performance. © 2010 Inderscience Enterprises Ltd.

引用

页码：246 / 257

页数：11

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