DOI: https://doi.org/10.63345/ijrmp.v11.i6.1
Pooja Mahato
Independent Researcher
Jharkhand, India
Abstract
This manuscript investigates the influence of direct-to-consumer advertising (DTCA) on prescription drug sales, examining how advertising strategies shape consumer behavior, physician prescribing patterns, and overall market performance. Using a mixed-methods approach that combines quantitative sales data analysis with qualitative interviews, the study explores the effectiveness and ethical dimensions of DTCA. Findings indicate that while DTCA boosts brand awareness and drives short-term sales, its long-term impact is nuanced by regulatory constraints and evolving consumer attitudes. The results underscore the need for balanced policy frameworks that protect public health interests while fostering pharmaceutical innovation.
Keywords
Direct-to-Consumer Advertising; Prescription Drug Sales; Consumer Behavior; Pharmaceutical Marketing; Regulatory Policy
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