ABSTRACT US is one of the only two nations which approve DTC (direct-to-consumers) prescription medicine advertisement. The scale of DTC advertisement has developed tremendously in US market. DTC web site is a kind of brand new and important channel for advertising prescription medicine products. This study chose 10 pharmaceutical companies which topped the global selling of medicine in 2005. The study accessed and observed 156 prescription product DTC web sites from these 10 companies. The observation result indicates that: DTC web sites provide disease awareness education to the consumers to stimulate the demand of the treatments and the companies' products. These websites persuade consumers to visit doctors and to discuss the products of the companies. Besides the seller's perspective, the companies also try to recommend their product using a third-party perspective. Though the "Fair Balance" regulation, which is set by FDA, requires the DTC web sites to provide balanced benefit information and risk information of the products, the DTC websites still prefer to present benefit information over risk information. Besides advertising and recommending their product, DTC websites also provide some services and supports which benefit the consumers so that they will gain a good impression. Multimedia and interactive functions are two advantages of internet, and the DTC web sites make use of these two functions frequently. DTC web sites need to consider the acceptability and interest of the consumers when they try to provide some professional knowledge to them. All these knowledge should be made easier and more attractive. Keyword: DTC, prescription, web site

摘要 美国是全球仅有的两个允许面向消费者（DTC, direct-to-consumers）的处方药广告的国家之一。美国市场的 DTC 广告规模已经达到惊人的水平。DTC 网站是一种新兴且重要的向消费者宣传处方药产品的方式。本研究选取了 2005 年全球药品销售额最高的 10 家制药公司，对属于这 10 家公司的一共 156 个处方药产品的 DTC 网站进行观察。观察结果发现：DTC 网站会对消费者进行疾病教育以发掘他们对治疗疾病的需求，并向他们推介自己公司产品。这些网站还会为消费者到医生处进行诊断检查，并鼓励他们向医生提出处方该产品的要求。除了从制药商自己的角度外，DTC 网站还会借助第三方角度来对产品进行推介；尽管 FDA 的"Fair Balance"要求 DTC 网站平衡地提供产品的正面信息和负面信息，但是，这些网站仍然更愿意展示正面信息和隐讳负面信息。除了推介产品外，DTC 网站也会提供有益于消费者的服务与支持，以提高他们对产品/品牌的好感和信赖感。多媒体功能和互动功能是互联网的两大特有优势，DTC 网站对这两种功能也有很好的利用。DTC 网站在向消费者传达信息的时候还会考虑他们对医药学专业知识的接受能力和兴趣，尽量使这些知识变得简单易懂和更有吸引力。 关键词：DTC 处方药 网站