PMID- 32319874
OWN - NLM
STAT- MEDLINE
DCOM- 20201204
LR  - 20201214
IS  - 1545-0864 (Electronic)
IS  - 0735-9683 (Linking)
VI  - 37
IP  - 2
DP  - 2020 Apr-Jun
TI  - Why the "sea of same"? A qualitative look at DTCA within the larger context of 
      healthcare marketing.
PG  - 155-175
LID - 10.1080/07359683.2020.1754050 [doi]
AB  - After over two decades of direct-to-consumer pharmaceutical advertising (DTCA), 
      the ads have changed very little, both within and over the years. One respondent 
      in this exploratory study called it the "sea of same." To better understand why 
      agency professionals, their pharmaceutical clients, and consumers operate in a 
      "sea of same," in-depth interviews were conducted with nine advertising agency 
      professionals who work on DTCA and health-advertising accounts. Respondents 
      discussed the research, planning, and insight process that informed the strategy 
      and subsequent DTCA tactics. Similar to students or coworkers who always sit in 
      the same seat, DTCA ads exist in a defined comfort zone.
FAU - Macias, Wendy
AU  - Macias W
AD  - Department of Strategic Communication, Bob Schieffer College of Communication, 
      Texas Christian University, Fort Worth, Texas, USA.
LA  - eng
PT  - Journal Article
DEP - 20200422
PL  - England
TA  - Health Mark Q
JT  - Health marketing quarterly
JID - 8306485
MH  - *Direct-to-Consumer Advertising
MH  - Drug Industry/economics
MH  - Female
MH  - Grounded Theory
MH  - *Health Care Sector
MH  - Humans
MH  - Interviews as Topic
MH  - Male
MH  - *Marketing
OTO - NOTNLM
OT  - Advertising ethics
OT  - advertising practice
OT  - direct-to-consumer pharmaceutical advertising
OT  - health marketing
OT  - qualitative research
EDAT- 2020/04/23 06:00
MHDA- 2020/12/15 06:00
CRDT- 2020/04/23 06:00
PHST- 2020/04/23 06:00 [pubmed]
PHST- 2020/12/15 06:00 [medline]
PHST- 2020/04/23 06:00 [entrez]
AID - 10.1080/07359683.2020.1754050 [doi]
PST - ppublish
SO  - Health Mark Q. 2020 Apr-Jun;37(2):155-175. doi: 10.1080/07359683.2020.1754050. 
      Epub 2020 Apr 22.