Directtoconsumer Advertising for Ethical Pharmaceuticals
Outlining an integrated research programme for advertising development to meet the needs of clients and agencies.
Alan BraithwaiteMillward Brown
INTRODUCTION
The changing climate of healthcare in the UK is transforming patients into consumers and participants in decisions regarding their medical treatment (1). One consequence of this is that pharmaceutical companies will seek to inform patients about the available drugs through directtoconsumer (DTC) advertising, following the us example (2).
However, while the industry has longterm expertise in using print advertising and facetoface sales detailing to communicate with doctors, it has almost no experience of consumer...