Direct-to-Customer advertising is “any promotional effort by a pharmaceutical company to present prescription drug information to the general public in the lay media" (DeLorme et al, 2011). Essentially the DTC method allows consumers to have influence over which medicines are prescribed to them because drug information is provided to them in advertisements. Advertising to consumers this way is a form of social marketing because it is “a tool or framework that relies on multiple scientific disciplines to create programs designed to influence human behavior on a large scale" (Edgar et al, 2011). Advertising to people like this is not social marketing because “although social marketing relies heavily on the incorporation of a communication strategy …show more content…
The medicines are usually advertised or sponsored by pharmaceutical companies which serve as a reassuring authority. The fact that these medicines are being advertised by a high-up health authority makes people confident that the particular medicine will work and they believe their decisions for choosing the advertised medicine is valid. The message the public will receive is that the message in the DTC advertising which is promoted by pharmaceutical companies is the best choice. Medicines mentioned and magazines and newspaper will be evaluated as less effective and inferior to the medicine in the DTC advertising. “Original tweets push out information that presumably followers may appreciate, and those messages are therefore an important means of conserving Twitter followers. This research does not provide evidence of length of relationship, but it does suggest the value of original tweets from an organization compared to the organization retweeting information from other sources.” (Park et al, 2016) I believe this means that the tweets from doctors and pharmaceutical companies are more likely to be trusted by the audience, especially if the tweet is