The past, present, and future of direct-to-consumer prescription drug advertising

Since the first experiences with direct-to-consumer (DTC) prescription drug advertising in the early 1980s, pharmaceutical marketers, government regul ators, researchers, health practitioners, and consumers have been both perp lexed and intrigued by this practice. As experience with DTC advertising ha s expanded, so has knowledge and understanding of its risks and rewards. Th is article discusses important issues in DTC advertising, such as the effec ts it may have on the patient-practitioner relationship, the diffusion and adoption of new drugs, prices, and competition. It also discusses the futur e of DTC advertising.