Healthy Skepticism Library item: 20183
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: news
Massey Researchers Question Otago DTCA Survey
Massey University News 2003 Feb 14
http://www.massey.ac.nz/~wwpubafs/2003/press_releases/14_02_03.html
Full text:
Associate Professor Janet Hoek and Professor Philip Gendall from Massey University’s Department of Marketing have questioned the survey on direct to consumer advertising of prescription medicines being presented to the Minister of Health by researchers from the University of Otago’s School of Medicine.
Professors Hoek and Gendall have conducted several studies into DTCA; they have published and presented numerous papers on this topic and have been invited to address international fora on this topic. In late 2002, their evaluation of New Zealand’s DTCA regulations was published in the prestigious Journal of Public Policy and Marketing.
“In our opinion, the survey faxed to doctors was seriously biased by comments made in the cover letter that preceded the survey. This has many of the hall-marks of what is called “push-polling”; this practice shapes respondents’ answers by using information weighted in favour of a particular outcome.”
“In this case, the researchers made it quite clear that they were seeking to collect information to support a ban on this advertising. This can hardly be described as a dispassionate investigation of DTCA. We would be alarmed if the Minister of Health were to make serious public policy decisions on the basis of what we believe is an advocacy petition.”
Professors Hoek and Gendall’s work suggests that consumers are opposed to bans on DTCA, that they are discerning about the information presented in advertising, and that they find DTCA useful.
“We are currently undertaking a series of depth interviews with GPs, and we believe the views of GPs are more complex than the Otago survey reveals. It is important to note that the Otago survey comprised only 13 attitude questions, none of which were explored or probed in any way. We believe this methodology is fundamentally unsuitable for the exploration of complex issues such as views on DTCA.”
Professors Hoek and Gendall have also undertaken a major survey of the New Zealand public’s views on DTCA. “Our mail survey of the general public achieved a 64% response rate and resulted in a sample of over 600 respondents that was carefully drawn to ensure it properly reflected the New Zealand adult population. The findings reveal that, when asked if DTCA should be banned, nearly 70% opposed or strongly opposed this proposition, and only 11% supported or strongly supported it.”
“We believe asking the public if they would like advertising banned if information were available elsewhere, as the Otago consumer study did, overlooks two important issues. First, consumers will nearly always support a reduction in advertising since this interrupts their viewing. If consumers were asked if they would support a ban on political advertising since party information is widely available from other sources, many undoubtedly would.”
“Second, consumers already can and do access prescription drug information from a variety of sources, of which advertising is only one. Our research into current TAPS system suggests it provides a rigorous review process that fosters a very high level of compliance with the self-regulatory system and the relevant legislation.”
Baseline results from our consumer survey are presented in the table below. A copy of the questionnaire used is available from the researchers. Further results will be issued next week, when the analyses are completed.
Statement
Advertisements for prescription medicines…
Mean Response
(5-point scale; the higher the score, the higher the level of agreement)
Help make people aware of new medicines
4.1
Should give more information about the risks or side effects of using the medicine
4.1
Help people have better discussions with their doctors about their health
3.7
Give people enough information to decide whether they should discuss the medicine with a doctor
3.6
Should give more information about the benefits of the medicine
3.5
Help people make better decisions about their health
3.4
Make the medicines seem better than they really are
3.2
Make it seems as though a doctor is not needed to decide whether a medicine is suitable
3.0
Confuse people about which medicine is right for them
3.0
Are difficult to understand
2.6
Provide too much information about the risks and problems associated with medicines
2.2
In addition, the following questions were also used.
Statement
Mean Response
(5-point scale; the higher the score, the higher the level of agreement)
I find prescription medicine advertising helpful
3.4
I trust the information in prescription medicine advertisements
2.9
Only the safest prescription medicines are advertised
2.6
I think advertising of prescription medicines should be banned
2.3
In summary, these findings reveal that consumers find the information in prescription medicine advertisements helpful and informative. Respondents do not find DTCA advertisements difficult to understand or confusing. However, they would like more information about the risks of the medicines advertised.
Professors Hoek and Gendall also recently completed a study of the way in which drug information is communicated in DTCA advertisements and note that the inclusion of voice overs dramatically improves consumers’ comprehension and retention of the side effects associated with a prescription drug.
“ We have no vested interest in whether DTCA continues or not. However, as survey researchers, we are concerned about the quality and objectivity of research on which serious decisions may be based. We hope that the Minister considers the range of research undertaken on this topic and that she is astute enough to differentiate work that is soundly empirically based from that which is not.”Contact:
Associate Professor Janet Hoek
Phone (06) 350 5583 work
(06) 356 9231 home
021 150 6934 mobile
J.A.Hoek@massey.ac.nz
