The impact of pharmaceutical direct advertising: Opportunities and obstructions

Mary Beth Pinto, Jeffrey K. Pinto, Joseph C. Barber

Research output: Contribution to journalArticlepeer-review

32 Scopus citations


The recent dramatic increase in direct-to-consumer advertising of prescription drugs has important implications for the pharmaceutical industry, physicians, and patients. One goal of direct advertising is to increase patient awareness of specific brands of medications while hoping to promote a greater frequency in office visits, presumably to specifically request these medicines. This paper will examine some of the benefits as well as drawbacks of the new, direct-to-customer pharmaceutical advertising, suggesting that in an era increasingly defined by the demands of managed care, such direct advertising may prove to have limited long-term effects. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address:].

Original languageEnglish (US)
Pages (from-to)89-101
Number of pages13
JournalHealth Marketing Quarterly
Issue number4
StatePublished - Sep 11 1998

All Science Journal Classification (ASJC) codes

  • General Health Professions
  • Marketing


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