Drug Direct-to-consumer-advertising Effectiveness Research

Drugs are special commodities with unique properties,because they are related to human health and if they are misused,fatal consequence could be incurred.However, many people do not fully understand the risks and side effects covered on drugs due to the lack of medical knowledge.Doctor used to prescribe the medications to consumers and give a light on the taboo and side effects about the drugs as a learned professional.However, with the rise of advertising marketing, pharmaceutical companies began to do propaganda for drugs.At first,Manufacturers’ advertising strategy is direct-to-physician,however, the doctors don’t affected by drug advertisements with exaggerate the effect of propaganda.Until consumers start to strengthen self health consciousness and want to win the initiative in the health care, pharmaceutical companies started to change strategy from DTP to DTCA,and have surprise outcome, Drug DTCA began to rise on the media and network, and having an astonishing speed growth each year and occupying a large part of the market.Direct-to-consumer advertising is growing at index increased each year with huge profit margins.Considering the particularity of DTCA, traditional advertising effectiveness model cannot explan in-depth when and how DTCA will work.The United States and other western countries has a relatively mature research on DTCA effect, however, domestic scholars rarely study DTCA combining our local situation.Only take a close r research on the effectiveness of DTCA, can pharmaceutical companies find the new marketing way.In conclusion,it is imperative to make a study of DTCA effectiveness.With the new advertisement law implementing on September 2015,our country takes full control of the safety of drug advertising and DTCA exposure, DTCA may fully into the eDTCA era, namely the drug manufacturer will cha nge DTCA focus on Internet marketing.only have a comprehensive understanding on drug DTCA effectiveness,can the drug manufacturer achieve a targeted marketing.We propose the empirical research on DTCA effectiveness model based on the scholars in the west.222 persons participated in the formal experiment, the effective samples are 212 cases.The results showed that:(1) women with low education is easier to contact DTCA exposure, people in their 40s with good health and high income tend to have a positive attitude toward DTCA.(2)“DTCA exposure”acts as an intermediary between “positive attitude toward DTCA”and“communication with the doctor”(3)“positive attitude toward DTCA”acts as an intermediary between “DTCA exposure”and“communication with the doctor”.Although put forward a DTCA effectiveness model framework in order to preliminary verified DTCA effectiveness in this paper and get some results with creative significance like which nobody has studied on "DTCA exposure and "DTCA positive attitude" as intermediary role.However,Due to the limited a cademic ability as well as limitations, this study is shown slightly insufficient compared with the western scholars who have a mature research on DTCA eff ectiveness model.Future research should extend the sample range and take a consideration about the government regulation and public health which may have a relation with the DTCA effectiveness so as to broaden variable dimensions.