Drug Marketing

Curious and confused: Prescription drug ads impact consumer health

Published in Health and Medicine Week, October 27th, 2003

Although they generally "like" prescription drug advertising, consumers often don't know what the ads are for, according to University of Arkansas researcher Steve Kopp.

His research indicates that some consumers who see the ads may develop alternative means for obtaining the medications without going to a doctor, resulting in serious health issues.

"Although drug companies began advertising prescription drugs to consumers 20 years ago, very little is understood about the consumer decision-making process for prescription drugs," explained Kopp, associate professor of marketing and logistics in the Walton College of Business. "Our previous research...

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Source: Health and Medicine Week (2003-10-27)

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