Analysis & Advice in Direct-to-Consumer Marketing of Prescription Drugs
- VernacularTitle:处方药直接面对消费者营销分析及建议
- Author:
Xia HU
;
Wenlong HUANG
- Publication Type:Journal Article
- Keywords:
Prescription drugs;
Direct-to-Consumer;
Marketing
- From:
China Pharmacy
2005;0(13):-
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE: To bring forward feasible suggestions for Direct-to-Consumer(DTC) marketing of prescription drugs.METHODS: The importance of analysis of DTC marketing of prescription drugs in solving "unrealistically high" drug price because of asymmetric information and its role in sufferers' participating in self-health care were analyzed.The status quo and the problems faced in US DTC marketing were also analyzed.RESULTS & CONCLUSIONS: The marketing of prescription drugs can be extended to the sufferers in China,but we must pay attention to the checkup for DTC advertisement,the time of DTC advertisement being forbidden after the new drugs launched into the market and the scope for DTC marketing.
