A Defense of Direct-to-Consumer Prescription Drug Advertising Harvard Case Solution & Analysis

Within the previous Twenty Years, consumer advertising of prescription drugs has actually grown from a rarity to among the most prevalent kinds of consumer advertising, with advertisements for antidepressants and heart medications now as typical as those for junk food and vehicles. At the exact same time, direct-to-consumer (DTC) advertising has actually brought in a growing chorus of criticism from consumer supporters, health specialists, and chosen authorities.

This post checks out the degree to which such criticism has benefit and the degree to which it does not have stability. Particularly, the post calls into question the charges that (1) DTC advertising is misleading; (2) DTC minimizes item threats; (3) DTC concentrates on imaginary or minor ailments; (4) DTC does not promote non-pharmaceutical options to health issue; (5) DTC hurts the doctor-patient relationship; and (6) DTC is accountable for the fast increase in drug expenses.

PUBLICATION DATE: March 15, 2010 PRODUCT #: BH382-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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