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Strategic change within the pharmaceutical industry: the impact of direct-to-consumer advertising for prescription medicines

Author

Listed:
  • Margaret Hughes-Morgan
  • Joelle L. Kendrick
  • Fred W. Morgan
  • Jeffrey J. Stoltman

Abstract

Advertising prescription medicines directly to consumers is a controversial practice. At present, only two economically developed countries, the USA and New Zealand, allow complete direct to consumer advertising. The positive side is that consumers have access to greater levels of information about new and leading products. The negative side is the imbalance in presentation of benefits and risks via advertising. In this paper, we review the pros and cons of this practice and discuss its impact on product development and performance.

Suggested Citation

  • Margaret Hughes-Morgan & Joelle L. Kendrick & Fred W. Morgan & Jeffrey J. Stoltman, 2010. "Strategic change within the pharmaceutical industry: the impact of direct-to-consumer advertising for prescription medicines," International Journal of Information Systems and Change Management, Inderscience Enterprises Ltd, vol. 4(3), pages 246-257.
    • Handle: RePEc:ids:ijiscm:v:4:y:2010:i:3:p:246-257
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