Direct to consumer advertising has grown rapidly for the last many
decades and now it is the most prominent type of health communication
that people face. In the USA, this direct to consumer advertisement
is increases. Almost all newspapers, magazines, and in tv
advertisements people watch pharmaceutical ads. Currently, the DTCA
is only allowed in New Zealand and the US. However, there are moves
to introduce a ban in New Zealand. Most of the people think that DTCA
has harmful effects. But no my dear friend in this world everything
has positive and negative effects. Here you will read about the
benefits of direct to consumer advertising. But before discussing its
benefits you need to know what DTCA is. So let’s start.
What is Direct-to-Consumer Advertising?
The direct to consumer advertising is a marketing strategy used by pharmaceutical companies. Through this advertisement, the company increases the awareness of their customer to its products. The DTCA really helps people to know the effects and side effects of the medicine. Most of people don’t aware of its benefits. If you also don’t know its perk and advantages then don’t worry dear just read this article further.
Advantages of direct to consumer advertising:
1.Awareness: the DTCA is an advertisement for prescription drugs that help to develop a consumer base and collect more information about the specific disorder and diseases. People also know how medication helps them. Apart from this, DTCA may trigger a reminder in people who already have a condition that they need to take medication. Through this ad, people help to stick to their drug schedule and remember the schedule of taking the drug.
2.Preventive care: the pharmaceutical company claims that the DTCA ad helps the US health care system. And this ad motivates people to go to their doctors with a health concern and get preventative treatment to compare to waiting until they need a surgery and lengthy hospital stay. It means the DTCA ad helps people increase awareness about their health at the right time.
3.The positive response by the public: a study “journal of the American board of family practice” in 2004 found that most of the people have responded positively to the increase in prescription drug ads. However, 19 percent of people responded negatively and said this ad has a negative impact on health care. But 14 percent of people went to the best doctor specifically due to the DTCA ad and other people felt that they can easily take the decision of their heath to care.
4.Thoughts on DTCA by a physician: most of the physician feels that the person who watches directly to consumer advertising they ask better and logical questions. Moreover, they also easily understand treatment and condition as well. Most of people analyze their health and visit the doctor quickly if they needed.
Here you have read
some benefits of DTCA but below you will read some other information
Types of direct
to consumer advertising
There are various
types of DTCA ads are available and all types of ads are based on
medical conditions and information. Here you will read some types so
1.Product claim ad: this is the most common type of ad and in this ad people see the drug name and summarize the efficiency and risk of these ads.
2.Reminder ad: in this ad you know the product’s name and about its information in detail. You can also see the price and dose of a drug but avoids making claims.
3. Help-seeking ad: in this ad, you don’t see any product name. But apart from this, you can see information about the medical condition and encourage people to see a doctor.
Apart from promoting
pharmaceutical companies, DTC advertising is also used to promote
financial services products. This advertising strategy is the best
and effective way to increase sales.
distribute directly to consumer drug ads
The channel that is
used for distributing the DTC advertising most commonly includes
television, the internet, newspaper, magazines print, radio, and
other forms of mass media. The promotional brochures that are
supplied to a health care professional to distribute this ad to
patients. Most of the marketer is also used and recognize the
enormous potential of online DTC advertising that reaches millions of
potential consumer in all over the globe. However, some marketer has
still used the traditional way of advertising like magazines,
television, radio, and newspaper. Although the marketer is beginning
to shift its promotion advertisement into a digital promotion like
online display advertising, websites, mobile advertising, social
media campaign, and search engine marketing.
History of direct
to consumer advertising
The FDA is responsible for DTC advertising because it was given the authority to approve a pharmaceutical company for marketing and promoting in the US. As a result, the federal food, cosmetic and drug act passed in 1938. In 1969 the agency passed the regulation in which the pharmaceutical company should provide fair information of the products to a customer. Not any kind of false and misleading information and they should also mention the risk and positive and negative affects both. When people get all the information about drug then they make health decisions with their health care providers easily. However, the FDA has the authority to enforce regulations and it can take action against the pharmaceutical companies that do not abide by DTC advertising rules.
In 2009, the FDA
has sent a warning letter to most of the pharmaceutical companies
because they did not mention product risk on their search engine
link. The companies that don’t follow the rules of the FDA have
banned because they can’t add all information about their products
and people get only few information. Apart from that some companies
follow all rules and promote their products through DTC advertising.
Because of the DTC advertising increase the promotion and competition
as well in the medication market. This is the disadvantage of DTCA
and also some people don’t know about drug safety. Therefore the
health risk increases.
This was all about
direct to consumer advertising. I hope this article will help you.