Write a paper the impact of Direct to Consumer (DTC) advertising on physician prescribing.I need references that are not past 2006. I’m looking to write chapter 1 introduction and background to my dissertation topic. This dissertation introduction should include hypothesis, proposed variables and introduction/background to the research question and proposal. I’m looking to conduct a qualitative study via survey on how tv commercial of drug advertisement impact physician prescribing of drugs. Secondarily to understand if there are differences in which drugs are more likely to be prescribed due to physician viewing of advertising and how patients asking for a drug impacts their prescribing habits. My hypothesis is that DTC does impact physician prescribing when the patient asks for the drug by name AND when a physician views DTC commercials. I do believe that both are needed to impact their prescribing. I do not believe commercials alone impact the physician prescribing. I believe only when a patient asks for a drug that the physician is familiar with – either by commercials or other means- impacts their likelihood of prescribing that product. That’s what I like to confirm.
