What kind of patients and physicians value direct-to-consumer advertising of prescription drugs

Direct-to-consumer (DTC) advertising of prescription drugs can enhance the physician–patient relationship, as well as benefiting its sponsor. However, overall benefits can only occur if the patients value the information enough to discuss it with their physicians and the physicians are not predisposed against the DTC information. We investigate the impact of demographics and exposure to marketing on consumers' and physicians' receptiveness to DTC advertising of prescription drugs, using data from two nationwide surveys.