The present exploratory study examined consumer attitudes towards medical information, particularly, from Direct-To-Consumer Prescription Drug Advertising (DTCA) in Australia. Nowadays, consumers require more information about prescription medicines that they may be interested in.
Further, a modern information technology, such as the Internet, provides a great opportunity to access such information easily. Also, little is known about the issues regarding prescription drug advertising in Australia. As a result, there is an increased demand for exploratory studies in the area of DTCA in Australia. Even though this type of drug advertising is not allowed in many countries
including Australia, the investigation of consumer attitudes towards medical information from healthcare providers and DTCA would provide a better understanding of what the general public want and create a valuable guidance
for the future research.