Vogel Ronald J, Ramachandran Sulabha, Zachry Woodie M
Center for Health Outcomes and PharmacoEconomic Research, College of Pharmacy, The University of Arizona, Tucson, Arizona 85721, USA.
Clin Ther. 2003 Jan;25(1):309-29. doi: 10.1016/s0149-2918(03)90043-9.
The pharmaceutical industry employs a variety of marketing strategies that have previously been directed primarily toward physicians. However, mass media direct-to-consumer (DTC) advertising of prescription drugs has emerged as a ubiquitous promotional strategy.
This article explores the economics of DTC advertising in greater depth than has been done in the past by using a 3-stage economic model to assess the pertinent literature and to show the probable effects of DTC advertising in the United States.
Economics literature on the subject was searched using the Journal of Economic Literature. Health services literature was searched using computer callback devices.
Spending on DTC advertising in the United States increased from $17 million in 1985 to $2.5 billion in 2000. Proponents of DTC advertising claim that it provides valuable product-related information to health care professionals and patients, may contribute to better use of medications, and helps patients take charge of their own health care. Opponents argue that DTC advertising provides misleading messages rather than well-balanced, evidence-based information. The literature is replete with opinions about the effects of prescription drug advertising on pharmaceutical drug prices and physician-prescribing patterns, but few studies have addressed the issues beyond opinion surveys. The economic literature on advertising effects in other markets, however, may provide insight.
DTC advertising indirectly affects the price and the quantity of production of pharmaceuticals via its effect on changes in consumer demand.
制药行业采用了多种营销战略，这些战略以前主要针对医生。然而，处方药面向消费者的大众媒体直接面向消费者（DTC）广告已成为一种普遍的促销策略。
本文通过使用三阶段经济模型来评估相关文献，并展示DTC广告在美国可能产生的影响，比以往更深入地探讨DTC广告的经济学。
使用《经济文献杂志》检索关于该主题的经济学文献。使用计算机回访设备检索卫生服务文献。
美国DTC广告支出从1985年的1700万美元增加到2000年的25亿美元。DTC广告的支持者声称，它为医疗保健专业人员和患者提供了有价值的产品相关信息，可能有助于更好地使用药物，并帮助患者掌控自己的医疗保健。反对者则认为，DTC广告提供的是误导性信息，而不是平衡、基于证据的信息。关于处方药广告对药品价格和医生开方模式影响的文献充斥着各种观点，但很少有研究在意见调查之外探讨这些问题。然而，关于其他市场广告效果的经济文献可能会提供一些见解。
DTC广告通过影响消费者需求变化，间接影响药品的价格和产量。
