Healthy Skepticism Library item: 641

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

Amonkar MM, Lively BT.
Pharmacists' attitudes toward product-specific television advertising of prescription drugs
J Pharm Mark Manage 1996; 11:(2):3-20

Abstract:

The purpose of this exploratory study was to survey pharmacists’ attitudes toward product-specific television advertising of prescription drugs. A survey was mailed to 320 Lucas County, Ohio, pharmacists. A total of 159 (49.7%) responses were received. Frequency distributions were performed to determine the extent of agreement or disagreement of these pharmacists with various issues concerning such advertising. Forty-two percent of respondent pharmacists either strongly disagreed or disagree that advertising prescription (Rx) drugs on television would be beneficial to the consumer. Also, more than one-half of the pharmacists considered television to be an unsuitable medium for providing balanced information about Rx drugs. However, 75% of the pharmacists agreed that such advertising may inform patients about available treatments, while 32% agreed it may lead to improved patient-pharmacist contact. Ninety percent of the pharmacists agreed with the idea of having a prior review of such advertisements by an independent panel of health care providers. A principal component analysis with varimax rotation identified four factors that measured various dimensions of such advertising. Multiple regressions revealed that non of the demographic variables were found to be significant predictors of pharmacists’ attitudes toward television advertising of Rx drugs. The results provide an insight into the effect of such advertising on physicians, pharmacists, and consumers.

Keywords:
*analytic survey United States pharmacies and pharmacists DCTA direct-to-consumer advertising broadcast advertisements attitude toward promotion consumer behaviour & knowledge preclearance of advertisements doctor-patient relationship regulation of promotion value of promotion ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS REGULATION, CODES, GUIDELINES: AUTONOMOUS BODIES