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Direct-To-Consumer Pharmaceutical Advertising Analysis

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The pharmaceutical industry oversees the production and manufacturing of prescription drugs by various pharmaceutical companies for the use of the general public under the management of a physician. Originally, pharmaceutical companies would only market their drugs to physicians through medical journals or visits from a company representative. However, in the 1980s the pharmaceutical industry sought to educate the public about medications and prescription drugs by creating the concept of direct-to-consumer pharmaceutical advertising. Direct-to-consumer pharmaceutical advertising would expand the pharmaceutical market in order to reduce the deficit of the time and cost it took to manufacture new drugs. The introduction of direct-to-consumer …show more content…

Direct-to-consumer pharmaceutical advertising (DCTPA) is used by pharmaceutical companies to help promote their prescription drugs directly to patients through various media outlets (Ventola 2011). There are various types of direct-to-consumer drug advertisements, including: the help-seeking ad, the reminder ad, and the product claim ad, all of which provide information about a particular drug or offer medical condition information to be used in the discussion with a physician. The most common DCTPA advertisement is the …show more content…

The cultivation theory states that individuals who watch a high percentage of Tv are more likely to project the ideas and themes that they see in their everyday life (Bilandzic 2006). Patients that experience the effect of the cultivation theory are thus more likely to self-diagnose themselves and rely on the product presented in the ad to make them better. Patient self-diagnosis, then could lead to a strain in the trust and relationship between the patient and their physician. The strain is developed by a patient requesting the drug they saw on TV to treat an ailment that they do not have, instead of trusting the medical advice from a certified physician. The increase of patients requesting certain prescriptions can be related to the human need to be in control and when patients watch DCTPA they have been given the ability to be in control by using the information that was presented to them in the ad to, in their mind, tell their physician here is what is wrong with me and here

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