标题：Future Challenges and Opportunities in Online Prescription Drug Promotion Research; Comment on “Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters”
期刊名称：International Journal of Health Policy and Management
电子版ISSN：2322-5939
出版年度：2016
卷号：5
期号：3
页码：211-213
DOI：10.15171/ijhpm.2016.05
语种：English
出版社：Kerman University of Medical Sciences
其他摘要：Despite increased availability of online promotional tools for prescription drug marketers, evidence on online prescription drug promotion is far from settled or conclusive. We highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs. We also highlight five key areas for future research: branded drug website influence on consumer knowledge and behavior, interactive features on branded drug websites, mobile viewing of branded websites and mobile advertisements, online promotion and non-US audiences, and social media and medication decisions.
其他关键词：Direct-to-Consumer (DTC) Advertising ; Prescription Drug ; Social Media ; Health Communication
