Abstract

INFLUENCE OF OTC ANALGESICS ADVERTISING ON PATIENTS AND PHARMACISTS

SlavaPetrova, Nikolay Mateev, *Valentina Petkova, MilenDimitrov, ManoelaManova,
GuenkaPetrova

ABSTRACT

The objective of the current study is to evaluate the influence of the OTC analgesics advertising on patients and pharmacists. Documents analysis was applied towards the permissions for OTC medicines advertisement by national medicines agency during March- June 2013. Inquiry research was performed with 50 pharmacists and 290 of their patients, which purchase ОТС analgesics. Only 67% of patients confirm that they are influenced in some extend by the advertisement and it is mostly reminding or intriguing (70%), and that the TV advertisement is more attractive (75%). Patients claim that only sometime they buy advertised medicines (59%). For 25% the effect of advertising is not longstanding and ends quickly (26%). Nevertheless 80% of questioned consider advertising campaigns as useful and informative. The TV advertising is stronger influencer for 94% of questioned pharmacistsand 88% considers that the medicine is also influencing the effect of the advertising. The advertisement effect on customer continues till its end for 46%, but 26%considers that the effect is longer. The advertisement of ОТС medicines is influencing the self-medication according to 94% of the pharmacists. Patients are not always fully convinced and 44% ask for additional consultation with pharmacists and only 24% are buying medicines directly without any need for additional information. The OTC analgesics advertising influences the peoples and pharmacists’ behavior and increase the sales data in greater extent than people realize.

Keywords: OTC advertising, Analgesics advertising, OTC regulation.