Direct-to-consumer (DTC) advertising of prescription products is the promotion of prescription-only medicine (POM) to the general public through commercial media. It is a new promotional tool for prescription drugs. Traditionally, pharmaceutical companies have promoted their products to licensed health care professionals only; any direct communication with consumers has been avoided. In the USA and New Zealand, however, DTC advertising is officially allowed. / In Hong Kong, DTC advertisement has never been specially prohibited, but it is not openly endorsed either. Printed advertisements of prescription only medicines started to appear in newspapers in Hong Kong after the relaxation of regulations in 1997. More and more advertisements of prescription-only drugs are appearing in local newspapers and magazines. However, the doctor is the one who makes the diagnosis of the disease and decides the appropiate prescriptions and advertising to consumers may not necessarily affect the prescribing habits of the doctors. It could be useful therefore for the development of local marketing strategies to determine the views and attitudes of physicans and consumers in Hong Kong towards DTC advertising of prescription pharmaceutical products. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.
| Identifer | oai:union.ndltd.org:ADTP/267091 |
| Creators | Ng, Chor Shan Sian. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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