Finally, t-tests were created to compare these factors within subgroups of the sample. The subgroups were composed of gender, academic major and prescription drug usage. The mean differences between sub-groups was not statistically significant.

DISCUSSION

The most common predictor of the participants’ actions was their belief regarding the social responsibility of DTC marketing. Participants who believed that DTC marketing was socially responsible were more likely to refer to a particular magazine or make an appointment with their doctor after seeing a DTC advertisement that interested them. Unfortunately, it is possible that this attitude may not be based on reliable information. For example, one component of the social responsibility factor of DTC marketing is that is has the support of physicians. However, 47% of physicians feel somewhat pressured to prescribe drugs that patients request according to an FDA survey (7). In addition, 28% of physicians say that DTC advertising has caused tension between them and their patients (7).

Another component used to establish the social responsibility of DTC marketing was that the participants felt that only the safest drugs can be advertised. However, there are many misleading DTC advertisements in the popular media today. Between August 1997 and August 2002, the FDA issued 88 letters to pharmaceutical companies for violations. Unfortunately, many consumers believe that only the safest prescription drugs can be advertised. In this survey 34% of the sample answered “strongly agree” or “agree” to the question, “Only the safest prescription drugs can be advertised on television.” This data suggest that over a third of potential consumers do not question the safety of the prescription drugs they see advertised. In addition, the sample surveyed are all college students pursuing a higher education. This statistic may be greater for less-educated consumers and the population as whole.

The informative value of DTC marketing was the best predictor of participants who held pharmaceutical companies responsible for the harmful effects of DTC marketing. These participants probably viewed the drug manufacturers as being concerned with making a profit and not always acting in the consumer’s best interest. Opponents of DTC marketing believe that consumers are relying on biased sources of information because drug companies have profit as their bottom line (5). These companies are accused of pushing drugs that have significant side effects. By suggesting that patients “See their doctor,” pharmaceutical companies push the responsibility of education onto the patient’s doctor (5).

The number of advertisements each student was exposed to on a daily basis was not gathered in the research study. This limitation was significant in analyzing the research. A possible hypothesis for future research is that the more advertisements a participant is exposed to, the more active his/her response will become in seeking additional drug information.

While this research design gathered information regarding the opinions of future consumers on DTC marketing, another suggestion for further research would include gathering data from current consumers. College students may be more accepting of new products and forms of marketing than a random sample of the United States population. Most college students have grown up in a society that has placed great emphasis on the consumer’s role in healthcare. The time of the physician’s complete control over their patient’s treatment and the “Doctor knows best!” axiom predates many college students.

Clearly, DTC advertising is a highly influential form of marketing that has created dramatic rises in pharmaceutical prescriptions. Stricter governmental regulation may be a possible solution for preventing misleading advertisements. Clearly, the FDA needs a faster turnaround time between identifying deceptive advertisements and disciplining pharmaceutical companies. In addition, the FDA may consider enforcing requirements that pharmaceutical advertisements be approved before being allowed to air. While DTC marketing is creating astronomical sales for pharmaceutical companies, the importance of consumers health and well-being must be brought to the forefront of this issue.

REFERENCES

1. Adams, C. (2001). “FDA scrambles to police drug ads’ truthfulness.” Wall Street Journal. January 2: A24.
2. Barry, P. (2002). “What’s fueling drug costs?” I. Vol. 43. March: 3.
3. Bell, R., R. Kravitz and M. Wilkes (2000). “Direct-to-consumer prescription drug advertising, 1989-1998.” The Journal of Family Practice. Vol. 49. April: 329-335.
4. Lyles, A. (2002). “Direct marketing of pharmaceuticals to consumers.” Public Health Annual Review. Vol. 23. 73-91.
5. Starkey, D. (1998). “Drug firms stepping up advertising campaigns.” Sacramento Business Journal. April 3: sacramento.bcentral.com.
6. Teinowitz, I. (2002). “Drug ads likely to feel pressure.” Advertising Age. March 18: 4.
7. Thomaselli, R. (2002). “DTC ads influence majority of consumers, say doctors.” Advertising Age. January 20.

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