Analysis of Direct-To-Consumer Healthcare Service Advertisements on Television: An Application of the Patient Expectation Framework
Analysis of Direct-To-Consumer Healthcare Service Advertisements on Television: An Application of the Patient Expectation Framework
复制标题
DOI：
10.1080/10410236.2022.2051349
复制
发表时间：
2022-03-23
影响因子：
3.9
通讯作者：
Coppes，Max J.
中科院分区：
文献类型：
--
作者：
Park，Sung-Yeon;Hill，Kylie;Coppes，Max J.
直接面向消费者的医疗服务广告构成了一种罕见的公共沟通渠道，消费者在这里直接看到和听到他们当地的提供者和医疗保健组织。尽管在过去的几十年里，这些广告的支出大幅增加，但对它们的内容和效果的研究仍然很少。为了填补这一空白，我们分析了直接针对消费者的医疗服务的黄金时段电视广告。这些广告是从内华达州最大的两个媒体市场收集的，为期一个月。总共识别了795个广告，其中106个是非重复的。分析显示，这些广告通过向患者展示微笑、外出和四处走动、与他人玩乐以及享受剧烈的体育活动，来关注患者的良好健康结果。另一方面，广告对供应商的关注较少。尽管广告经常显示临床环境中的提供者，但关于他们的专业学位的基本信息往往被遗漏。提到提供者的其他资格和专业经验的情况就更少了。此外，相当多的广告没有显示提供者与患者互动。对患者和提供者特征的进一步分析显示，种族或少数民族和老年患者的代表性不足。妇女和少数群体作为供养者的代表甚至更不常见。我们从患者期望的角度讨论了这些发现的含义，并提出了帮助提供商改进其直接面向消费者的广告的建议。
Direct-to-consumer advertisements for healthcare services constitute a rare channel of public communication where consumers see and hear directly from their local providers and healthcare organizations. Although spending on these advertisements has increased drastically during the past decades, research on their content and effects remains rare. To fill this gap, we analyzed primetime television advertisements for healthcare services directly targeting consumers. The advertisements were collected from the two largest media markets in Nevada for one month. In total, 795 advertisements were identified, and 106 of them were non-duplicates. Analysis revealed that the advertisements focused on patients’ good health outcomes by showing them smiling, going out and about, having fun with others, and enjoying rigorous physical activities. On the other hand, the advertisements focused less on the providers. Although the advertisements often showed providers in clinical settings, basic information about their professional degrees was often missing. Mentions of providers’ other qualifications and professional experiences were even scarcer. Also, a substantial number of advertisements failed to show providers interacting with patients. Additional analysis of patient and provider characteristics revealed under-representation of racial or ethnic minority and older adult patients. Representation of women and minorities as providers was even more uncommon. We discussed the implications of these findings from the perspective of patient expectation and made suggestions to help providers improve their direct-to-consumer advertisements.