THE EFFECTS OF DTCA ON DRUG PRESCRIPTION IN SAUDI ARABIA

Abstract

This research extends to other studies published in many countries on direct-to-consumer advertising (DTCA) prescription drugs. However, this research focused on the effects of DTCA on prescribing drugs in Saudi Arabia. The study's main objective is to evaluate the impact of DTCA on drugs prescription in Saudi Arabia. Moreover, to develop an answer to the main question, primary research was conducted to answer the reseach questions that focused on the effects of direct-to-consumer advertising (DTCA) on prescribing drugs in Saudi Arabia and the doctors' reactions towards it. Moreover, this research assessed the impact of DTCA on improving overall physician responses to patient requests and enhancing the presumed DTC advertising influence. Also, the doctors' attitudes toward DTC prescription drug advertising, the doctors' attitudes towards DTCA regulations, and the usefulness of DTCA were evaluated. This research found that the effects of DTCA on drug prescription in Saudi Arabia are generally positive and favored by doctors. This research showed that most doctors responded to patients' desires, and the doctors tend to accept the DTCA advertising. Furthermore, the doctors considered that DTCA provides valuable information to the consumers. The physicians believed that DTCA should continue under government regulations. Finally, doctors and patients were likely to agree that DTCA is useful. Pharmaceutical companies' marketers should improve the educational content of the DTCA and show the positive side of DTCA by providing a fair balance between risks and benefits and detailed information on dosage and side effects. In addition, pharmaceutical companies' marketers have to pay attention to doctors' attitudes towards DTCA by understanding the underlying motivations and reasons behind doctors' negative responses to DTCA. Moreover, it's also recommended to establish a dedicated regulatory body for prescription drug advertising.