Copyright by Radhika Anantharaman Nair 2005 - The University of ...

promotional expenditures. One explanation for the slowed growth in DTCA expenditureswas the depressed economy of 2001, which forced manufacturers to reduce expenditureson advertising to sustain earnings. 37However, the proportion of DTCA expenditures, asa part of total promotional expenditures was much higher in 2001 as compared to theearly 1990s, which indicates that the industry is increasingly focusing on DTCA as a partof the marketing mix. With rising DTCA expenditures and prescription drugexpenditures, a relationship between them has been often speculated. It is possible thatDTCA may have a direct relationship with prescription drugs expenditures and anindirect relationship through utilization of prescription drugs.Access to Care (Healthcare Coverage)With healthcare coverage, patients feel empowered and capable of taking care oftheir own health. It also helps remove some of the barriers to use of healthcare servicesand products. For the purpose of this study, health insurance coverage and prescriptiondrug coverage will also be referred to as access to care.According to the data from Centers for Medicare and Medicaid Services (CMS),out-of-pocket payments and payments by private and public sectors for prescription drugshave changed considerably since the 1960s. In 1965, out-of-pocket spending accountedfor 92.6 percent of prescription drug expenditures, whereas private (3.5%) and public(3.8%) sources each accounted for almost the same proportion of prescription drugexpenditures. In 1985, this changed with out-of pocket spending declining to 62.537 Scussa F. Consumer ads reach peak. Med Ad News. June 2002;21(6):1-8.10