Document Type
Thesis - University Access Only
Award Date
2009
Degree Name
Master of Science (MS)
Department / School
Communication and Journalism
Abstract
This study examined the effects of direct-to-consumer pharmaceutical advertising on the medical conversation occurring between doctors and their patients. Specifically, it analyzed the perceptions of physicians with regard to their experiences with patients who are exposed to media drug promotion. The study examined the perceptions to find emerging themes as a result of the impact of direct-to-consumer advertising influence on the medical dialogue between doctor and patient. Overall, the study found that patients bring a new self-advocacy role into the examination room and physicians do not object. The researcher suggests research that may provide further understanding of the health outcome of patients influenced by direct-to-consumer pharmaceutical advertising.
Library of Congress Subject Headings
Direct-to-consumer prescription drug advertising
Advertising -- Drugs
Physician and patient
Physicians -- Attitudes
Format
application/pdf
Number of Pages
87
Publisher
South Dakota State University
Recommended Citation
Hogue, Calla L., "The Impact of Direct-to-Consumer Pharmaceutical Advertising on the Physician/Patient Conversation" (2009). Electronic Theses and Dissertations. 1578.
https://openprairie.sdstate.edu/etd2/1578
