DTC drug advertising ethics: laboratory for medical marketing
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 25 November 2013
Abstract
Purpose
The aim of this paper is to call for an increased focus on the ethics of direct-to-consumer (DTC) prescription drug advertising. This is important, not only to improve DTC prescription drug advertising, but also to inform DTC advertising of future medical advances.
Design/methodology/approach
This conceptual paper discusses two examples of medical advances – personal genetic testing services and surgically implanted medical devices – to explain how investigating the research of DTC prescription drug advertising can set the stage for more ethical advertising of future medical advances.
Findings
Specific issues related to health literacy, at-risk populations impacted by health disparities, and medicalization of issues common to aging relate to the DTC advertising of prescription drugs and other medical advances. Creative approaches to investigating these issues in the context of prescription drug advertising can enrich the debate about drug advertising, but also prepare researchers, policymakers, and consumers for future advertising of new medical developments.
Originality/value
The value of this paper is its call for increased focus on the ethics of DTC prescription drug advertising, to improve the current marketing environment but also lay the foundation for other healthcare marketing in the future.
Keywords
Acknowledgements
The authors would like to thank Minette Drumwright, as her focus on ethics in advertising was the starting point for this line of work.
Citation
Mackert, M., Guadagno, M., Mabry, A. and Chilek, L. (2013), "DTC drug advertising ethics: laboratory for medical marketing", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 4, pp. 374-390. https://doi.org/10.1108/IJPHM-04-2013-0018
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited