Impact of Direct-to-Consumer (DTC) Pharmaceutical Advertising on Patient Behavior

DOI: https://doi.org/10.63345/ijrmp.org.v10.i2.1

Shweta Chouhan

Independent Reseacher

Indore, Madhya Pradesh, India

Abstract

Direct-to-consumer (DTC) pharmaceutical advertising has emerged as a pivotal factor influencing patient behavior and the healthcare decision-making process. This study investigates the multifaceted impact of DTC advertising on patient perceptions, treatment inquiries, medication adherence, and the overall patient–physician dynamic. Utilizing a mixed-methods approach that combines quantitative surveys with qualitative interviews, the research examines patient responses to DTC advertisements across various media platforms. The literature review—focusing on studies up to the year 2020—reveals both the benefits and challenges associated with such advertising practices, including improved patient awareness and potential misinterpretation of medical information. The findings indicate that while DTC advertising increases patient engagement and prompts conversations about treatment options, it may also contribute to unrealistic expectations and increased demand for prescription drugs that are not always medically indicated. This study concludes by proposing recommendations for more balanced advertising practices and improved regulatory frameworks to ensure that patient safety and informed decision-making remain at the forefront of pharmaceutical marketing strategies.

Keywords

Direct-to-consumer advertising; pharmaceutical marketing; patient behavior; healthcare decision-making; medication adherence; patient–physician relationship.

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