Abstract

Purpose – The purpose of this research is to investigate the feasibility of adoption of direct to consumer advertising (DTCA) in the Jordanian market and examine the impact of potential DTCA on the physician-patient relationship, especially, satisfaction, trust and commitment within the Jordanian health market.

Design/Methodology/Approach – A purposive sampling technique was employed to recruit 50 physicians representing the desired range of demographic characteristics (e.g. age, educational level, type of medical specialty, and experience in health services sector).

Findings – This research showed that if the Jordanian health market adopts DTCA techniques it will result in a negative effect on the Jordanian physician-patient relationships.

Originality/value – The research uniquely examines concept of DTCA and proposes how they might be applied to health and pharmaceutical industry in Jordan. It proposes new areas for research relating to the definition of DTCA in the health industry, the paper also makes key recommendations towards the new concept of DTCA.

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