Socioeconomic Influences on the Effects of a Genetic Testing Direct-to-Consumer Marketing Campaign
Socioeconomic Influences on the Effects of a Genetic Testing Direct-to-Consumer Marketing Campaign
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DOI：
10.1159/000231722
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发表时间：
2010-01-01
影响因子：
1.7
通讯作者：
Kuniyuki, A.
中科院分区：
文献类型：
--
作者：
Bowen, D. J.;Harris, J.;Kuniyuki, A.
直接面向消费者的基因检测营销开始出现在某些市场，对这种营销对消费者态度或行为的影响几乎没有进行过独立评估。本文的目的是确定妇女的社会经济地位的影响，这样一个运动的反应，包括知识的测试，个人风险的看法，与他人的通信有关的测试，并在追求测试的兴趣。美国唯一的乳腺癌和卵巢癌易感性基因检测（BRCA 1/2检测）提供商进行了一项试点营销活动，目标是25-54岁的妇女及其医疗保健提供者在2个城市，亚特兰大，佐治亚州，丹佛，科洛。评价设计是一项运动后消费者调查，基于2个干预地点和2个比较地点的妇女的横截面分层随机抽样。这场运动对社会经济地位没有产生不同的影响。然而，社会经济地位和几个结果变量之间存在一致的关系，包括对测试的了解，对测试的信念以及了解遗传风险的愿望。这些数据表明，社会经济地位可能发挥作用，在摄取遗传服务，无论响应媒体宣传。版权所有（C）2009 S. Karger AG，巴塞尔
Direct-to-consumer marketing of genetic tests is beginning to appear in select markets, and little independent evaluation has been conducted on the effects of this marketing on consumer attitudes or behavior. The purpose of this paper is to identify the effects of socioeconomic status on women's reactions to such a campaign, including knowledge of the test, perceptions of personal risk, communications with others about the test, and interest in pursuing the test. The only United States provider of genetic testing for breast and ovarian cancer susceptibility (BRCA1/2 testing) conducted a pilot marketing campaign that targeted women aged 25-54 and their health care providers in 2 cities, Atlanta, Ga., and Denver, Colo. The design for the evaluation was a post campaign consumer survey, based on a cross-sectional stratified random sample of women in the 2 intervention sites and 2 comparison sites. The campaign had no differential impact by socioeconomic status. However, there was a consistent relationship between socioeconomic status and several outcome variables, including knowledge of the test, beliefs about the test, and desire to know about genetic risk. These data indicate that socioeconomic status may play a role in uptake of genetic services, regardless of response to a media campaign. Copyright (C) 2009 S. Karger AG, Basel