TY - JOUR ID - 3148 TI - Future Challenges and Opportunities in Online Prescription Drug Promotion Research; Comment on “Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters” JO - International Journal of Health Policy and Management JA - IJHPM LA - en SN - AU - Southwell, Brian G. AU - Rupert, Douglas J. AD - Center for Communication Science, RTI International, Research Triangle Park, NC, USA Y1 - 2016 PY - 2016 VL - 5 IS - 3 SP - 211 EP - 213 KW - Direct-to-Consumer (DTC) Advertising KW - Prescription Drug KW - Social Media KW - Health Communication DO - 10.15171/ijhpm.2016.05 N2 - Despite increased availability of online promotional tools for prescription drug marketers, evidence on online prescription drug promotion is far from settled or conclusive. We highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs. We also highlight five key areas for future research: branded drug website influence on consumer knowledge and behavior, interactive features on branded drug websites, mobile viewing of branded websites and mobile advertisements, online promotion and non-US audiences, and social media and medication decisions. UR - https://www.ijhpm.com/article_3148.html L1 - https://www.ijhpm.com/article_3148_a15379b02e461e001087c32a31e42b81.pdf ER -