The increased spending for drugs is due to several reasons, including prescription drug marketing, said Rob Morgan, Reese Phifer fellow of marketing at the University of Alabama.
"If the consumer is more aware of treatments, the manufacturer will sell more treatments," he
In 1997, Congress OK'd more targeted broadcast advertising ofprescription drugs such as Claritin, Zyprexa and Nexium
.Those ads do not have to have to include as much information as a print ad.
Targeting also has become more specialized, with certain ads running at specific times, Morgan
For example, ads for the allergy-reducing Claritin run during high-allergy season.Ads for the antidepressant Zoloft generally run during the day.
"The companies try to raise consumer awareness of problems they might have through television commercials," Morgan
said in many cases, such as that of seasonal allergies, people would have previously used a less expensive over-the-counter drug.