Title

Medical Advertising on Demand: A Content Analysis of YouTube Direct-to-Consumer Pharmaceutical Advertisements

Document Type

Article

Publication Date

2014

Publication Title

Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical

DOI

10.1177/1745790414564413

Abstract

The medical research community has shown substantial concerns about the quality of healthcare information available on the video-on-demand website of YouTube. In order to look at the role that advertising is having on this knowledge dissemination channel, the current paper presents the results of a content analysis of 100 pharmaceutical advertisements found on YouTube. From this analysis, concerns arose over mismatches in terms of the content and style of the advertisements. The possibility that YouTube pharmaceutical advertisements actually drive consumers away from proper medical care is explored. This paper concludes that, rather than having broadcast advertisements cross-over to YouTube, the medical community may be better served by developing longer, more content base advertisements for the medium of video-on-demand.

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