Healthy Skepticism Library item: 7741

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

Daberko JD, Bays AM, Kier KL.
Evaluating web-based direct-to-consumer advertising
ASHP Midyear Clinical Meeting 2002;

Abstract:

Purpose: Observational study to evaluate content of web-based direct-to-consumer (DTC) advertising. In 1999, manufacturers spent $1.8 billion on DTC advertising, and with greater access to technology more consumers are turning to the internet. There are no regulations governing web-based DTC advertising. CDER’s Division of Drug Marketing, Advertising and Communications is currently developing an agency-wide policy to address advertising of FDA-approved products on the internet. Methods: Investigation of DTC print ads in 10 popular US magazines during March-April 2002. From advertisements, websites were collected and evaluated. Only ads with websites were included. Only FDA approved product advertisements were used. Thirty websites were evaluated based on the following criteria: indications, cost, description of disease state, precautions/adverse events, drug interactions, mechanism of action, targeting of a specific population, emotional appeal, references, phone number, email, disclaimer provided, and package insert available. The ease of use of the website was also investigated by averaging the number of “clicks of the mouse” it took to find specific criteria mentioned. Results: Indications for use, description of disease state, and emotional appeal found in web materials were 100%, 90%, and 90%, respectively. Available references and cost were 17% and 6.7%, respectively. Interpersonal interaction was found in 47% of the websites while 57% of sites targeted a specific population. Conclusion: Criteria such as indications for use, description of disease state, and precautions/adverse events were prevalent, as was emotional appeal. Other items such as cost, references, and drug interactions were not as widely available through the websites.