Duke 2008 | ASHE | Equity and Efficiency in Health and Healthcare

In this paper we examine the communication effects of direct-to-consumer advertising (DTCA) on the health outcomes for consumers (patients). DTCA is defined as mass media promotions of ethical drugs or health conditions directed to potential ?end user? consumers rather than to the health care professional. Firms that promote their ethical pharmaceutical product directly to the consumer design the programs to either alert consumers about the existence of a drug to treat conditions or remind consumers about the existence of a brand without mention of the associated conditions. Improved health outcomes would subsequently result if consumers seek treatment for conditions that might otherwise go untreated, and/or enhance patient-physician communication by promoting patient responsibility for healthy lifestyles or improve patient compliance. This paper aims to explore the impact that DTCA has on the reactions and responses of the principle constituent, healthcare consumers (patients). Data collected as part of a study on the effects of DTCA is used to test the models of patient outcomes. The results will suggest how the interaction between health status, health motivation (preferences and attitudes) and characteristics are critical precursors to controlling the health outcomes. The impact of the variables depends on the particular behavior prior to DTCA and the severity of the conditions.