Abstract
This study was attempted to identify function and roles of direct-to-consumer (DTC) advertising of prescription drugs in Japan. DTC ads are still in their infancy in Japan; however, their effectiveness has been widely discussed elsewhere. In this study, DTC advertising's impact on pharmaceutical companies, patients, and physicians were examined. The patient-physician relationship in Japan was given particular attention. The results of a questionnaire survey of 192 patients and an interview survey of 4 physicians are reported. Finally, implications for pharmaceutical company are discussed.
