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Essay / Research Paper Abstract
A 15 page research paper that examines the similarities and differences between direct-to-consumer (DTC) ads for prescription drugs in the US and public health education campaigns (PHECs) in Europe. The writer argues that the beneficial aspects of these marketing strategies are similar. Bibliography lists 15 sources.
Page Count:
15 pages (~225 words per page)
File: D0_khdtc2.rtf
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Unformatted sample text from the term paper:
were likely to seen by doctors, but advertising could not be specifically targeted toward the consumer. In the 1980s, however, the US Food and Drug Administration (FDA) succumbed to arguments
pertaining to freedom of speech, combined with a general consensus that there were sufficient regulations in place to protect the consumer, and began to allow DTC ads for prescription pharmaceuticals.
Europeans, in this regard, have never followed suit, as DTC ads remain illegal in the European Union (EU). On the other hand, EU regulations do allow pharmaceutical companies to
conduct public health education campaigns (PHECs), which serve to educate the public about certain diseases, thus prompting consumers to talk to their doctors about appropriate medication. However, all information given
in EU ads must be general and name-brand prescription drugs cannot be mentioned. Therefore, it can be seen that the US and EU approaches to pharmaceutical advertising are extremely different.
Nevertheless, the effects of each approach are strikingly similar, which suggests that these two related marketing strategies can have a positive effect on consumer health as long as their potentials
and limitations are fully understood. The following literature review looks first at the US model of DTC ads and then at EU PHECs before comparing similarities and differences. DTC
advertising in the US Since the mid-1980s, the FDA has allowed DTC advertising in the US. Originally, a few DTC ads were allowed in the early 1980s, but then the
FDA became concerned that too little was known about the potential effects of such advertising and a moratorium was imposed. However, this was lifted in 1985 and DTC ads were
allowed as long as certain criteria was fulfilled, such as provided information concerning possible side effects, contraindications and effectiveness. Since that time, reaction has been mixed. Proponents
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