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

In the last 20 years, the consumer advertising of prescription drugs has increased from uncommon among the most common forms of consumer advertising, with ads for antidepressants and heart medications are now as common as those for fast food and cars. At the same time, direct-to-consumer (DTC) advertising attracts a growing chorus of criticism from consumer advocates, health professionals, and elected officials. This article focuses on the extent to which this criticism is justified, and the extent to which it lacks stability. In particular, the article questions the allegations that (1) DTC advertising is misleading, and (2) DTC understates product risks, and (3) DTC focuses on trivial or imaginary diseases, and (4) DTC does not promote non-pharmaceutical solutions to health problems, and (5 ) DTC harms the doctor-patient relationship.;, (6) DTC is responsible for the rapid growth of drug costs "Hide
by Anthony D. Cox, Dena Cox Source: Business Horizons 9 pages. Publication Date: March 15, 2010. Prod. #: BH382-PDF-ENG

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