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Advertising: Prescription Drugs

Prescription drugs play an important role in treating diseases and maintaining health, and advertising appears to be an important driver of the purchase and consumption of pharmaceuticals worldwide. The dramatic growth of prescription drug advertising in recent years has been driven by regulatory changes, structural changes in the health care market, and increased consumer awareness and interest in health/medical information in general and drug information in particular. Advertising, although intended for profit, appears to play a role in helping fulfill consumers' informational needs. This entry focuses on the prescription drug market in the United States, providing a brief overview of the history of prescription drug advertising, explaining how such advertising is regulated, and summarizing key issues and research findings on prescription drug advertising effects.

Prescription drugs ...

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