Here is the synopsis of our sample research paper on Direct-To-Consumer v. Public Health Advertising. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 9 page research paper that contrasts and compares US direct-to-consumer advertising for prescription drugs with the European approach, which emphasizes public health education because the advertising of name brand drugs in the EU is prohibited. The writer concludes that these two forms of advertising are converging and that this evolution offers a positive benefit to public health. Bibliography lists 10 sources.
Page Count:
9 pages (~225 words per page)
File: D0_khdtcpha.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
intended, rather then ads published in professional publications which are targeted at physicians. This marketing strategy has been viewed with a jaundiced eye on both sides of the Atlantic.
For many years, the US Food and Drug Administration (FDA) prohibited such advertising. Eventually, however, arguments pertaining to freedom of speech, together with a general consensus that there were sufficient
regulations already in place to protect the consumer, opened the floodgates, metaphorically speaking, and the US market became inundated with DTC ads. Across the Atlantic, European policymakers take an
entirely different slant on advertising name brand prescription drugs. European Union (EU) regulations stipulate that pharmaceutical companies can disseminate health oriented educational advertising, but only in regards to unbranded information
(Benson, 2004). In other words, drug companies can create promotional initiatives that raise the awareness of the public concerning certain diseases and disorders, but they cannot directly refer to a
name-brand product. All information must remain general. The European Council Directive 92/28/EEC "prohibits the advertising to the general public of medicinal products which are on medical prescription only" (Benson, 2004).
On the other hand, this same directive also indicates that "statements relating to human health or diseases, provided there is no reference, even indirectly, to medicinal products" are permitted (Benson,
2004). As this indicates, disease education in the EU is allowed, but American-style DTC advertising is prohibited. Consequently, it can be seen that the American and European approach to
prescription drug advertising is quite different. The following examination of literature pertaining to this topic discusses the continuing controversy that surrounds DTC advertising issues. Nevertheless, the facts pertaining to DTC
advertising in the US and educationally-oriented ads in the EU suggest that these two related marketing strategies can have a positive effect on consumers health if their potentials and limitations
...