The impact of direct-to-consumer (DTC) prescription drug advertising on the pharmaceutical salesperson/doctor relationship : a pilot study
In the world of business there are few industries that have challenged and overcome the world's economic troubles, that industry is pharmaceuticals. This industry has managed to stay one of the most lucrative businesses in the world because of its ability to adapt and the marketing skill to boost profits. This is achieved primarily through the pharmaceutical company's pharmaceutical representatives. These salespeople visit doctors and make them aware of their company's products and benefits.
Since 1997, pharmaceutical companies have approached their business in a new way. The FDA approved Direct-to-Consumer advertising seen on T.V. and various other forms of media allowed these pharmaceutical companies to reach a whole new consumer. This reached their ultimate consumer, which had not been targeted before. As will be seen in this research, this advertising has had an affect on its target, whether that be the patient, the doctor, or the pharmaceutical salesperson. This is considered a pilot study because it is the beginning of research that will be done on the effects of Direct-to-Consumer advertising on the pharmaceutical salesperson's relationship and marketing approach with the doctor. This study was designed to research and determine the effects, if any, that this new form of advertising has had on how these pharmaceutical reps and their techniques have adjusted to this additional factor. The purpose is to determine if this advertising has had any degree of affect on the pharmaceutical rep and if their parent company has adapted.
This item is only available in print in the UCF Libraries. If this is your thesis or dissertation, you can help us make it available online for use by researchers around the world by downloading and filling out the Internet Distribution Consent Agreement. You may also contact the project coordinator Kerri Bottorff for more information.
Bachelor of Science (B.S.)
College of Business Administration
Business Administration -- Dissertations, Academic;Dissertations, Academic -- Business Administration;Advertising -- Drugs;Drugs -- Marketing
Length of Campus-only Access
Honors in the Major Thesis
Cabrera, Brooke A., "The impact of direct-to-consumer (DTC) prescription drug advertising on the pharmaceutical salesperson/doctor relationship : a pilot study" (2003). HIM 1990-2015. 321.