PATTERNS IN DIRECT-TO-CONSUMER PRESCRIPTION DRUG PRINT ADVERTISING AND THEIR PUBLIC-POLICY IMPLICATIONS

Through a content analysis, the author identifies several patterns in direct-to-consumer prescription drug print advertisements. In general, many of the advertised brands are market leaders within their therape utic class, are targeted at a broad patient base, and are relatively n ew drugs used for chronic and frequently occurring diseases. Most of t he disease states and associated symptoms and treatments for which pre scription drugs are advertised to consumers are easily understood rela tive to other diseases. Thus, the advertisements attempt to communicat e information about diseases and products that consumers are likely to understand. Pharmacists' assessments of advertising information conte nt reveals that the majority of advertisements present a ''fair balanc e'' of benefit and risk information but occasionally omit information that may be useful to consumers. The author concludes by discussing pu blic policy and social marketing implications for the FDA, pharmaceuti cal manufacturers, and medical advertising agencies.