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Business Research Synopsis Introduction This research project paper discusses the Direct-To-Customer Advertising DTCA of Pharmaceutical Products Issue Analysis and Direct-To-Consumer Promotion This synopsis defines the research states it purpose explains the problem identifies the parties involved and describes the methods used to conduct the research Definition of the Business Research and Its Purpose The purpose of this study was to conduct an issue analysis of DTCA It examined the development and growth as well as the political economic and public health impact of DTCA emergence in the United States Explanation of the Business Problem Under Investigation The DTCA has become a major force in the pharmaceutical world and affects all stakeholders drug companies physicians and consumers who may need anything from arthritis medication to athletic foot powder Arguments for and against DTCA changes in the methods of management and issues relating to DTCA were also reviewed DTCA is a flourishing form of pharmaceutical advertisement sent directly to the customer The forms of advertising used include television radio Internet newspapers and magazines Currently only the United States and New Zealand permit DTCA The 1997 Food and Drug Administration FDA decision to relax advertising regulations paved the way in the USA Richardson Luchsinger 2002 No mention of what opened the door in New Zealand was given The size of the DTCA budget is quite large and exceeds the total spent for major brand name soda dog food soap food and dietary products This is a key factor and raises the stakes for success Richardson Luchsinger 2002 DTCA has spent more and more over the years since it began The article indicates that the advertising is effective as millions of viewers and readers have requested the advertised products from his or her medical provider The time-line for DTCA started in 1981 with the first DTCA for the prescription drug Rufen By 2001 more than 100 prescription drugs were advertised through all forms of media
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