Healthy Skepticism Library item: 1791

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

Ahmed SB, Grace SL, Stelfox HT, Tomlinson G, Cheung AM.
Gender bias in cardiovascular advertisements.
J Eval Clin Pract 2004 Nov; 10:(4):531-8
http://www.blackwell-synergy.com/doi/abs/10.1111/j.1365-2753.2003.00483.x

Abstract:

RATIONALE: Women with cardiovascular disease are treated less aggressively than men. The reasons for this disparity are unclear. Pharmaceutical advertisements may influence physician practices and patient care. AIMS AND OBJECTIVE: To determine if female and male patients are equally likely to be featured in cardiovascular advertisements. METHODS: We examined all cardiovascular advertisements from US editions of general medical and cardiovascular journals published between 1 January 1996 and 30 June 1998. For each unique advertisement, we recorded the total number of journal appearances and the number of appearances in journals’ premium positions. We noted the gender, age, race and role of both the primary figure and the majority of people featured in the advertisement. RESULTS: Nine hundred and nineteen unique cardiovascular advertisements were identified of which 254 depicted a patient as the primary figure. A total of 20%[95% confidence interval (CI) 15.3-25.5%] of these advertisements portrayed a female patient, while 80% (95% CI 74.5-84.7%) depicted a male patient, P <0.0001. Female patient advertisements appeared 249 times (13.3%; 95% CI 8.6-18.9%) while male patient advertisements appeared 1618 times (86.7%; 95% CI 81.1-91.4%), P <0.0001. Female patient advertisements also had significantly fewer mean appearances than male patient advertisements in journals’ premium positions (0.82 vs. 1.99, P=0.02). Similar results were seen when the advertisements were analysed according to predominant gender. CONCLUSIONS: Despite increasing emphasis on cardiovascular disease in women, significant under-representation of female patients exists in cardiovascular advertisements. Physicians should be cognizant of this gender bias.

Keywords:
Advertising/statistics & numerical data* Bibliometrics* Cardiovascular Diseases*/drug therapy Cardiovascular Diseases*/therapy Female Humans Male Ontario Periodicals/statistics & numerical data Prejudice* Research Support, Non-U.S. Gov't Women's Health*