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.
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