Future Challenges and Opportunities in Online Prescription Drug Promotion Research Comment on "Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters".

Published

Journal Article

Despite increased availability of online promotional tools for prescription drug marketers, evidence on online prescription drug promotion is far from settled or conclusive. We highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs. We also highlight five key areas for future research: branded drug website influence on consumer knowledge and behavior, interactive features on branded drug websites, mobile viewing of branded websites and mobile advertisements, online promotion and non-US audiences, and social media and medication decisions.

Full Text

Duke Authors

Cited Authors

  • Southwell, BG; Rupert, DJ

Published Date

  • March 2016

Published In

Volume / Issue

  • 5 / 3

Start / End Page

  • 211 - 213

PubMed ID

  • 26927597

Pubmed Central ID

  • 26927597

Electronic International Standard Serial Number (EISSN)

  • 2322-5939

International Standard Serial Number (ISSN)

  • 2322-5939

Digital Object Identifier (DOI)

  • 10.15171/ijhpm.2016.05

Language

  • eng