The Impact of Television Advertising of Medicinal Products on OTC Painkillers Purchase in Poland

Abstract

Introduction: Drug manufacturers take a variety of activities to meet the needs of their potential customers. One of the most important elements of drug promotion is advertising. The aim of the study was to point out the relationship between television advertising and purchasing decisions on OTC analgesics among students of Warsaw Medical University. Material and method: The research tool was an anonymous survey. The research was conducted via the Internet. Results: The results showed that television advertising of medicinal products has a significant impact on purchasing decisions among students of Warsaw Medical University. However, students most often suggest the efficacy of the drug while making the decision about purchasing of medicinal product (46.55%). Respondents indicated that the advertising is the most authentic, when the drug is recommended by a doctor. From among all OTC painkillers, students bought mainly headache tablets (90%) and the least often products for bones and joints ache (59.47%). Conclusions: Television advertising is an important promotional tool and a starting point in terms of the impact on potential buyers of drugs. The study shows that television advertising has a significant impact also on the purchase decisions of students. The survey results also indicate that painkillers are one of the most popular categories of medicinal products available without a prescription, which confirms the information published in many reports from the pharmaceutical market, indicating that the consumption of painkillers constantly remains at a high level.