Around half of Japanese doctors look at direct-to-consumer (DTC) advertisements run by drug companies in specialist print and other mass media, and 60% within this group are favourably disposed towards such information, a new survey has found.Although there were some concerns over misinformation, a clear majority of 1,447 hospital or clinic specialists in Tokyo and Osaka polled by Social Survey Research Institute (SSRI), a Tokyo market research firm, viewed DTC information as a tool which can encourage disease understanding (64%) and treatment compliance (50%). The postal survey was conducted over the period from December 2005 to January 2006.
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