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Direct-to-Consumer Advertising

Meaning

Direct-to-Consumer Advertising (DTCA) refers to the practice where pharmaceutical and medical device companies market their regulated products, including prescription hormonal therapies, directly to the general public rather than solely to healthcare providers. This marketing strategy utilizes mass media platforms to inform, educate, or persuade patients to request a specific treatment from their clinician. While DTCA can increase patient awareness of underdiagnosed conditions, it introduces complexities regarding informed consent, potential for over-treatment, and the patient-physician dynamic within the hormonal health context. It represents a commercial intersection with clinical decision-making.