How DTC Advertising Works in Japan

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Other Title
  • 日本におけるＤＴＣ広告の機能と役割：米国と日本の比較調査からの考察
  • ニホン ニ オケル DTC コウコク ノ キノウ ト ヤクワリ ベイコク ト ニホン ノ ヒカク チョウサ カラ ノ コウサツ
  • 米国と日本の比較調査からの考察

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Description

This study was attempted to identify function and roles of direct-to-consumer (DTC) advertising of prescription drugs in Japan. DTC ads are still in their infancy in Japan; however, their effectiveness has been widely discussed elsewhere. In this study, DTC advertising's impact on pharmaceutical companies, patients, and physicians were examined. The patient-physician relationship in Japan was given particular attention. The results of a questionnaire survey of 192 patients and an interview survey of 4 physicians are reported. Finally, implications for pharmaceutical company are discussed.

Journal

  • Iryo To Shakai

    Iryo To Shakai 13 (2), 133-152, 2003

    The Health Care Science Institute

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