Drug marketers challenge study chiding DTC ads

Teinowitz, Ira
July 1999
Advertising Age;7/12/1999, Vol. 70 Issue 29, p55
Trade Publication
This article reports on the reaction of pharmaceutical marketers and advertising groups to a study released by the U.S. National Institute for Health Care Management which suggests the loosening of controls over direct-to-consumer (DTC) drug advertising. Pharmaceutical marketers and advertising groups are challenging the study. The study said while overall healthcare costs increased 5.4% a year from 1992 to 1997, consumer spending on prescription drugs increased 11% during the same period and may have grown 18% by the end of 1998. While admitting that DTC drug advertising has increased drug sales, advertising groups suggest that it is not necessarily bad.


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