Direct-to-Consumer Advertising and Drug Therapy Compliance

The author finds that the impact is small in economic terms, the impact spills over to other brands, and, in certain cases, the effect may decrease average compliance rates.

Abstract

Because of their arm's-length relationship with patients, pharmaceutical manufacturers have been interested in whether drug advertising can improve therapy compliance. Contrary to many industry surveys, the author finds that the impact is small in economic terms, the effect spills over to other brands, and, in certain cases, the effect may decrease average compliance rates.