Direct-to-consumer prescription drug advertising and the public
Direct-to-consumer prescription drug advertising and the public
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DOI：
10.1046/j.1525-1497.1999.01049.x
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发表时间：
1999-11-01
影响因子：
5.7
通讯作者：
Wilkes, MS
中科院分区：
文献类型：
--
作者：
Bell, RA;Kravitz, RL;Wilkes, MS
目的：药品制造商正大力向消费者直接推销他们的产品，但其影响尚未得到广泛研究。调查了消费者对直接面向消费者(DTC)药品广告的认知和理解、态度和易感性。设计：随机数字电话调查，采用随机家庭成员选择程序(完成率和响应率分别为58%和69%)。设置：受访者在他们居住的地方接受采访。伙伴：从加利福尼亚州萨克拉门托县的329名成年人那里获得了完整的数据。测量和主要结果：结果测量包括对选定的10种药品的广告的知晓度，对DTC广告的误解，对DTC广告的态度，以及对此类促销活动的行为反应。受人口学特征、健康状况的影响。对意识和行为的态度、信念和媒体曝光率进行了调查。平均而言，受访者知道10种药物中的3.7种的广告；对丁螺环酮的知晓率为8%，对氯雷他定的知晓率为72%。知晓率与处方药使用、媒体曝光、对DTC广告的积极态度、较差的健康状况和保险状况有关。大量的误解被揭示出来；例如，43%的人认为只有“完全安全”的药物才能做广告。直接面向消费者的广告导致三分之一的受访者向医生索要药品信息，五分之一的受访者要求处方。结论：直接面向消费者的广告正在接触公众，但有选择性地影响着他们的行为。对公共政策的影响进行了研究。
OBJECTIVE: Drug manufacturers are intensely promoting their products directly to consumers, but the impact has not been widely studied. Consumers' awareness and understanding of, attitudes toward, and susceptibility to direct-to-consumer (DTC) drug advertising were examined.DESIGN: Random-digit dialing telephone survey with a random household member selection procedure (completion and response rates, 58% and 69%, respectively).SETTING: Respondents were interviewed while they were at their residences.PARTICIPANTS: Complete data were obtained from 329 adults in Sacramento County, California.MEASUREMENTS AND MAIN RESULTS: Outcome measures included awareness of advertisements for 10 selected drugs, misconceptions about DTC advertising, attitudes toward DTC ads, and behavioral responses to such promotions. The influence of demographic characteristics, health status. attitudes, beliefs, and media exposure on awareness and behaviors was examined. On average, respondents were aware of advertisements for 3.7 of the 10 drugs; awareness varied from 8% for Buspar (buspirone) to 72% for Claritin (loratadine). Awareness was associated with prescription drug use, media exposure, positive attitudes toward DTC advertising, poorer health, and insurance status. Substantial misconceptions were revealed; e.g., 43% thought that only "completely safe" drugs could be advertised. Direct-to-consumer advertisements had led one third of respondents to ask their physicians for drug information and one fifth to request a prescription.CONCLUSIONS: Direct-to-consumer advertisements are reaching the public, but selectively so, and affecting their behaviors. Implications for public policy are examined.