I have the rough draft need the final draft (5-6 pages)

Running head: DIRECT TO CONSUMER ADVERTISING OF DRUGS USING TELEVISION DRAFT 1

DIRECT TO CONSUMER ADVERTISING OF DRUGS USING TELEVISION DRAFT 4

Direct to Consumer Advertising of Drugs Using Television Draft

Marion Simmons

Rasmussen College

Author Note

Direct-to-Consumer Advertising of Drugs Using Television Draft

Introduction Comment by Lori Behun: You don’t really need these subtitles such as introduction, thesis, conclusions, etc. If you decide to use them make sure you format your headings/titles in APA formatting.

The last three decades haves seen rapid growth in direct-to-consumer (DTC) advertising. As such, advertising of pharmaceutical drugs has become an integral strategy in pharmaceutical services and products. However, numerous health experts have raised questions as to whether DTC advertising is beneficial or detrimental to the health of the public. Accordingly, the paper will evaluate how advertising prescription drugs over Television impacts on the health of the viewers. Comment by Lori Behun: You might want to expand on the background of DTC approaches in general and then lead into your thesis so you can add more length to your paper. You can still keep all of this information. Comment by Lori Behun: The information in the body of your paper doesn’t exactly support this. Most of the information is very general and not directed at the television ad approach at all.

Thesis Statement

Although DTC advertising has its drawbacks, the benefits outweigh them. As such, with the proper regulation, DTC will help improve public health. Comment by Lori Behun: Include your thesis in your introduction.

Growth of DTC Advertising

· Early Regulation

At the beginning of the 1980s, the majority of the governments were resentful of DTC advertising. Therefore, prescription drugs could only be advertised in medical journals and health care publications dedicated to physicians (Frosch; Grande, 2009). However, in 1983 Food and Drugs Administration commissioner, Arthur Hull Hayes requested for independent evaluation of DTC advertising following concerns from pharmaceutical industry players. In 1985, FDA gave the green light to FDA advertising (Frosch; Grande, 2009).

· Driving Force

Several factors have the force behind the growth of DTC advertising. First, structural changes in the health care market (Galled; Lyles, 2007). Secondly, increased interest by consumers to know more about prescription drugs have also facilitated in the notable growth in DTC advertising (Galled; Lyles, 2007). Lastly, a favorable political and regulatory climate geared towards giving consumers access to health information has been a catalyst for the growth of DTC in televisions.

· Public Policy Issues

Several public policy issues have risen after the growth of DTC advertising. First, Frosch et al. (2007) points to the issues of what kinds of prescription drugs information is helpful to consumers and how it could be best conveyed. Secondly, experts in pharmaceuticals wonder how well equipped the physicians are to respond consumer demands for prescription drugs. Lastly, stakeholders are wondering how DTC advertising will affect total health care costs (Galled; Lyles, 2007).

Significance of DTC Advertising

· Advantages of DTC advertising

First, if the information being given to consumers is correct, DTC may lead to a pool of empowered consumers (Frosch; Grande, 2009). Secondly, Frosch et al. (2007) points out that DTC helps trigger a positive response by the public to medication. Lastly, some experts believe that DTC promotes preventive care.

· Drawbacks of DTC advertising

First, misleading adverts will lead to wrong prescriptions. Consequently, the consumers may suffer life-threatening repercussions due to the use of wrongful drugs (Frosch; Grande, 2009). Lastly, DTC might foster conflict within the doctor-patient relationship particularly if the doctor feels the informed patient challenges his intellectual disposition (Frosch; Grande, 2009).

Conclusion

DTC advertising is here to stay. Numerous consumers of prescribed drugs have the quest to know about what they are partaking. Consequently, the may approach the physicians with drugs of their choice from information gathered from television ads. Despite suffering numerous setbacks, DTC has the potential to transform health services in the world due to informed consumers.

Scoring Rubric:

Criteria	Points
Introduction provides relevant background	19/20 You have a good introduction and following introductory paragraphs, but you didn’t explain what direct to consumer marketing is all about. This is where it is okay to discuss other forms of DTC advertising.
Started on body of paper and includes topic statements that refer back to thesis and paragraphs begin to address issues	15/20 Yes, but you need more information, and more information to support your thesis/DTC approach (TV ads).
Proper spelling and grammar, in-text citations are present and paper is formatted according to APA	6/10 You didn’t meet length requirements. I will deduct more points for this in your final paper than I did here. You also have some formatting errors with your headers and seem to have more of an outline than a formal paper. Remember to include full references and use proper APA formatting. Your final paper should include you annotated bib in place of your reference page. You didn’t include either here.
Total	40/50

Comments: Marion, your paper has a lot of great points and information, however it only has about 2 of the 5-6 page length requirements. There are a lot of ways that you can add length to your assignment. Although your introduction and information is good, you may want to consider starting your paper with a very broad introduction to DTC techniques. You can write something brief about them if you would like, or just list a few examples of them such as TV commercials, magazine ads, billboards, radio ads, etc. Since your main focus is on television ads, I would start by going broad and discussing what DTC approaches are, then talk about your television ad background or law background as you did. I think if you do your intro as mentioned, you should come up with almost another half page of content.

You should be able to review my comments, do more research, and add more content to your paper. You can try adding more points highlighting the potential negative effects of TV ads on healthcare. I realize you did some research already, and you have touched on some of this information, but if you haven’t done so already try to address the following:

-Pros and cons/advantages or disadvantages of using TV ads

-Why use TV ads over other forms of DTCA?

-Who benefits? Who is negatively impacted, if anyone?

-How do TV ads impact patients, providers, organizations?

-How does marketing via TV ads change the way we look at healthcare or seek healthcare?

Aside from your content, you have a few formatting errors with your cover page and headings (see revisions). Your headings are not formatted to APA standards and you need to work on your references. I recommend working with a tutor to finalize your paper if you are having a hard time. I think this will help you organize your thoughts a little more and come up with more content for your body. If you review the final draft rubric and can meet all the requirements, you should be good. If you need more help brainstorming content, let me know. Overall, you have a good start to your paper, but you really need to work on getting more content on TV ads and healthcare.