Direct to Consumer Advertising

Abstract:

Direct-to-consumer pharmaceutical advertising (DTCPA) has been growing tremendously in U.S. and New Zealand in the past few decades and it has stimulated massive growth of pharmaceutical industries in these nations. In India, manufacturers are not permitted to advertise prescription only drugs directly to the public because of their potential for harm and toxicity from medically unnecessary or inappropriate use.

DTCPA would boost the growth of Indian pharmaceutical industry to manifold levels as it has worked for pharmaceutical companies in other nations and also benefit the patients at the same time.. But the challenge is that though it has plenty of benefits, it comes along with ample number of detrimental effect on patients. This paper tries to analyse the impact of DTCPA by weighing both positive and negative aspects associated with it specifically concentrating on its effect in U.S.

The findings, in general, suggest that number of arguments that favour or oppose DTCPA is fairly and evenly balanced. But we can't afford to overlook the disadvantages as they can cause grievous damages. A strategy involving pharmaceutical industry, government, medical associations, doctors, and consumers is urgently required. Thus, until we don't find a very effective strategy to minimize the risks to a considerable extent and maximize the benefits, there is little chance that DTCPA in India will get approval in the coming years.