Pharmaceutical Marketing: Balance in Prescription Drug Advertising

According to consumer behavior researcher Brent Rollins, PhD, RPh, an associate professor in the Department of Pharmacy Practice at PCOM Georgia, there are only two countries in the world that allow direct to consumer advertising  of prescription medications: the United States and New Zealand.

What exactly is direct-to-consumer advertising, or DTCA? It's how pharmaceutical companies promote prescription drugs across media channels, from television to social media and print. Statistics reveal a staggering 460% increase in spending for direct-to-consumer advertising of prescription drugs from 1997 to 2016, culminating in an expenditure of $10 billion in 2016 alone, according to a 2021 study. Interestingly, this form of advertising does not go through an approval process by the FDA before reaching the consumer, leaving the responsibility on the public to detect false or misleading information.

Dr. Rollins' research is centered around achieving a balanced communication strategy for healthcare consumers. The aspiration is that well-regulated advertisements will provide an honest portrayal of medication benefits and risks, while respecting legal boundaries.

Dr. Rollins' fascination with consumer behavior and DTCA was ignited in graduate school and realized through a project examining ads that addressed health conditions without pushing a product. His research extended into his dissertation, exploring the effects of advertisement campaigns that transition from discussing a disease state to promoting a specific drug. Beyond research, Dr. Rollins is passionate about guiding PCOM's pharmacy students toward impactful careers in the pharmaceutical industry. From fellowships to internships, he envisions a future where pharmacy graduates leverage their in-depth knowledge of drugs and the healthcare system to excel in various professional domains. By interweaving practical experience and a robust curriculum, Dr. Rollins seeks to mold future professionals poised to shape and improve the industry.

As consumers, we must remain vigilant and informed, critical yet open to the evolving sphere of pharmaceutical marketing. The interplay between regulation, consumer behavior, and industry presents both challenges and opportunities - a dynamic landscape that requires our careful attention. Remember to stay informed and always engage in discussions with your healthcare provider about the medications advertised to you.

To learn more about PCOM School of Pharmacy's Doctor of Pharmacy program, visit pcom.edu/pharmacy.