Pharmaceutical Direct-to-Consumer Advertising and Print Media

Author(s) Information

Vanessa Khim, California Polytechnic State University - San Luis ObispoFollow

Department - Author 1

Graphic Communication Department

Degree Name - Author 1

BS in Graphic Communication

Date

12-2009

Primary Advisor

Dr. Harvey R. Levenson

Abstract/Summary

The purpose of this study was to determine which type of pharmaceutical direct-to-consumer (DTC) advertising would be the best marketing strategy for pharmaceutical companies to use. The main argument was that one-to-one marketing in the forms of print media and the Internet was the best strategy over mass media marketing in the forms of television and radio.

The study researched various literary sources on the different marketing strategies which facilitated in examining the positive and negative aspects of each. One hundred surveys were distributed to medical personnel and pharmaceutical prescription consumers in both the Bay Area and San Luis Obispo County. Participants were asked various questions in order to determine DTC advertising preferences and reasons for these preferences. In addition, a series of specialized and elite interviews were preformed with three retail pharmacists in the Bay Area in order to gain insight on medical professional view of DTC advertising.

Results showed that the best method for DTC advertisements is one-to-one marketing through magazines and websites. Through this method consumers can be targeted by pharmaceutical companies. In addition these advertisements offer clear information that a consumer can understand and retain. If consumers can retain information about a DTC advertisement they have a better chance of purchasing the medication.

URL: https://digitalcommons.calpoly.edu/grcsp/9