Word: directionality
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...While direct advertising is illegal in Canada, Michael R. Law, one of the paper’s authors and a research fellow at the school’s department of Ambulatory Care and Prevention, recalled that as a child growing up in Toronto, he would frequently see advertisements for prescription drugs while watching American television programs. [CORRECTION BELOW...
...research, which was funded by the Medical School and Harvard Pilgrim Health Care, among other sources, showed that for two of the drugs, direct advertising had no impact on prescription patterns for either group. Sales for Zelnorm did experience a short-lived spike at the start of the marketing campaign, but fell back to a similar prescription rate after a few years...
...JUST SAYING NO Although the study may now undercut the arguments of DTCA opponents who have long claimed that direct advertising leads to drug misuse by impressionable patients—as prescriptions remain unaffected by the advertisements, both Soumerai and Law said that the costly practice should be banned...
...While proponents argue that direct advertising is purported to increase consumer awareness of potential health problems, Soumerai said that as it is a form of advertising, it is difficult to determine to what extent such advertisements are “appropriate...
...might not work so well,” Soumerai said, listing what he felt were the three main problems of direct advertising. “It potentially wastes billions of dollars, and—the biggest problem of all—it wastes physicians’ time...