Healthy Skepticism Library item: 9193

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Basara LR, Smith MC, Banahan BF, Juergens JP, Sloan H.
PROFILE OF CONSUMERS WHO ARE AWARE OF AND REACT TO DIRECT-TO-CONSUMER ADVERTISING OF PRESCRIPTION MEDICINES
1995 Mar; 42:51

Abstract:

Traditionally, pharmaceutical companies have used advertising to inform prescribers and other health care professionals about the characteristics and benefits of prescription medications, primarily through medical journals and professional meetings. Today, patients, managed care organizations, and other third parties are just as influential in prescription drug selection. Direct communication about prescription drugs to consumers is one sign of the growing value that pharmaceutical companies place on patients. A study was conducted to assess the relationship between consumer health attitudes, information-seeking orientation, involvement in prescription medications and consumer awareness of and information seeking activity in response to direct-to-consumer advertising (DTCA). A nationally-representative sample of 5,000 consumers was randomly selected from white-pages listings in four U.S. cities. After two mailings of 8-page questionnaires, a 15.5% response rate was obtained. Using discriminant analysis, consumers were segmented on the basis of awareness of DTCA and their activities related to DTCA calls to action (i.e., calling a toll-free number or sending a reply card). Hypotheses were tested regarding both demographic and attitudinal characteristics.