Abstract

This study analyzes the ethical dimensions of the Direct-to-Consumer Advertising (DTCA) of prescription drugs. It focuses specifically on Pfizer’s DTCA of Lipitor, a cholesterol-lowering prescription drug that featured Dr. Robert Jarvik, the inventor of the Jarvik-7 artificial heart, as a spokesperson. Analyzing the ad in a qualitative study using the teleological and deontological theories of ethics, the study found that different conclusions could be reached on the morality of the ad. However, because the public’s perception of morality of an ad is important and determines how people react to the ad, as evidenced in Dr. Jarvik’s case, we recommend that focus group studies be conducted to gauge the public’s perception before a DTCA of prescription drug campaign is launched.

摘要

本研究分析了处方药直接面向消费者的广告 (DTCA) 的伦理维度。它特别关注辉瑞公司的立普妥 DTCA，这是一种降低胆固醇的处方药，由 Jarvik-7 人工心脏的发明者 Robert Jarvik 博士担任发言人。使用伦理的目的论和义务论理论在定性研究中分析广告，研究发现可以对广告的道德性得出不同的结论。然而，由于公众对广告道德的看法很重要，并决定了人们对广告的反应，正如 Jarvik 博士的案例所证明的那样，我们建议在开展 DTCA 处方药运动之前进行焦点小组研究以评估公众的看法启动。