Consumer Awareness of Prescription Drug Advertising

Describes a study to investigate how consumers' attitudes to drug advertising and healthcare are influenced by exposure to such advertising, as measured by awareness.

Consumer Awareness of Prescription Drug Advertising

Neil M Alperstein and Mark Peyrot

Although the Food and Drug Administration lifted its moratorium on prescription drug advertising to consumers in October 1985, the pharmaceutical industry did not rush to the air waves or printed page with promotions for their products (Rogers, 1986). Rosen (1982) described an early successful experience with the introduction of the drug Naprosyn through direct-to-consumer prescription drug advertising in Great Britain. Rosen's study claimed that patients did request this drug from their physicians. One early success notwithstanding, the situation is complicated by the pharmaceutical industry's awareness of...

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