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Advertising Prescription Drugs to the Public: Headache or Relief?

Mary Jane Sheffet and Steven W. Kopp
Journal of Public Policy & Marketing
Vol. 9 (1990), pp. 42-61
Stable URL: http://www.jstor.org/stable/30000196
Page Count: 20
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Advertising Prescription Drugs to the Public: Headache or Relief?
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Abstract

This paper explores the issue of direct-to-consumer (DTC) advertising of prescription drugs. The viewpoints of the four major groups involved—pharmaceutical manufacturers, physicians, regulators and consumers—are discussed, the legal questions such advertising raises are examined and the costs and benefits of it are reviewed. Finally, some recommendations are developed to assist the two groups most actively involved: manufacturers and regulators.

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