Role of Pharma DTC Advertising Survey

Survey began 17 Feb 2004.
Survey Ended 10 Mar 2004.

Some people would like to see DTC ads play a more educational role. The FDA, for example, said in recent guidance, “the agency believes consumer-directed promotion of prescription drugs can convey useful health information to patients.”

Others, such as the Coalition for Healthcare Communication (an organization representing ad agencies and health communications companies), assert that “the primary goal of direct to consumer advertising is and should be to convince a consumer to discuss a medical condition with his or her doctor. To ask advertising to educate is to ask it something it is not capable of doing.”

Questions asked:

  1. In your opinion, how would your rate the ability of DTC ads — whether in print or broadcast on TV or radio — to fulfill each of the following goals?

Survey Results:

  • Interactive Summary of ALL results (de-identified, excludes open-ended responses and comments that may identify the respondent). Allows you to use filters to examine results from different subsets of respondents (e.g., pharma company employees vs. non-pharma people, etc.)

Associated article(s) touching on this topic:

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