Understanding the Impact of Direct-to-Consumer (DTC) Pharmaceutical Advertising on Patient-Physician Interactions: Adding the Web to the Mix

Abstract

As a growing number of people go on-line for health- and drug-related information, pharmaceutical companies devote significant resources to direct-to-consumer (DTC) promotions on the Web. Little is known about how DTC advertising of prescription drugs on the Web impacts patient—physician interactions, however. This study identified and investigated the influence of credibility perception of the Web for information related to prescription drugs, overall attitudes toward DTC advertising, and age on consumers' inquiries and requests for prescription drugs advertised on the Web. Findings of this study suggest that Web credibility and attitudes toward DTC advertising in general exert significant influence on consumer response to DTC advertising on the Web in the form of patient—physician interactions.