consumers’ motivation in responding to prescription drug advertising consumers’ motivation in...
TRANSCRIPT
Consumers’ motivation in Consumers’ motivation in responding to prescription responding to prescription
drug advertisingdrug advertising
by
Nithima Sumpradit, PhD1
Frank J. Ascione, PharmD PhD2
Richard P. Bagozzi, PhD3
1 Thai Food and Drug Administration 2 University of Michigan 3 Rice University
• Overview of direct-to-consumer advertising of prescription drugs (DTCA)– Evolution and Trends of DTCA– Effects of DTCA on consumers
• Research about DTCA– Research 1: Content analysis of DTCA– Research 2: Impact of DTCA on consumers
• Conclusions
Talk outline
Motivation & DTCA -Slide 2- 04.01.04
Evolution & Trends of DTCA
Motivation & DTCA -Slide 3- 04.01.04
- Philosophy in public policy regarding consumer protection- Self-care movement
- Competition in drug market
- Emergence: - Introduced in the USA, 1981 - USFDA requested the 2-year moratorium, 1983-1985
- USFDA issued the fair balance regulation for DTCA, 1985- Trends: - Adopted in New Zealand
- Debated in Canada and EU - Placed concerns in developing countries
USFDA’s initiative:• Patient package insert
Manufacturers’ initiatives:• Disease-oriented (help-seeking) ads
–To encourage consumers to seek information about their health condition and/or treatment
• Institution ads–To increase awareness of firm’s reputation
Manufacturers’ initiatives:• Product-specific DTCA
Types & Regulations of DTCA
Motivation & DTC advertising -Slide 4- 04.01.04
Types of DTCA Major components Regulation
Product-specific Brand name + Indication “Fair-balance” regulation• Print ad
- Risk information
- Brief summary (e.g., summary of a leaflet)
• TV or broadcast ad
- Major (risk) statement
- More information available at:
- Health professionals
- Toll-free number
- Internet website
- Print ad
Help-seeking Indication only No specific regulation (Physicians or health professionals as gatekeepers for Rx drugs)Reminder Brand name only
Effects of DTCA
Motivation & DTC advertising -Slide 5- 04.01.04
Positive effects Negative effects
Create informed consumers Create consumers’ demand
• Educate consumers about disease and treatment
• Improve MD-Pt relationship
• Lead to shared-decisions in healthcare
• Improve consumer health
• Misinform or mislead consumers about disease and treatment
• Create tension on MD-Pt relationship
• Lead to inappropriate decisions in healthcare
• Jeopardize consumer health
Research
Motivation & DTC advertising -Slide 6- 04.01.04
• Research 1: Content analysis of DTCA characteristics– Sumpradit N, Ascione FJ, Bagozzi RP. A cross-media content analysis of
motivational themes in direct-to-consumer prescription drug advertising. Clinical Therapeutics. 2004; 26(1): 135-154.
• Research 2: Impact of DTCA on consumer behavior – Sumpradit N, Ascione FJ, Bagozzi RP. “Give me happiness versus take
away our pain”: Consumers’ motivation in responding to prescription
drug advertising. (working manuscript)
Research 1: Content Analysis of DTCA
Motivation & DTC advertising -Slide 7- 04.01.04
• Goal: To examine motivational strategies used in DTCA• Method:
– Analyses of ads presented in 10 consumer magazines and 4 TV channel networks during Sep–Dec 2001
– Two drug classes• Cox-2 inhibitors (Celebrex® vs. Vioxx®)• Statin drugs (Lipitor®, Pravachol®, vs. Zocor®)
– Three independent trained judges
Research 1(Results)
Motivation & DTC advertising -Slide 8- 04.01.04
• Cultural orientation– Use motivational themes that are consistent with cultural values.
• Ex. US ads rely on individualistic (as opposed to collectivistic) orientation.
• Goal orientation– Maximize the promise of obtaining positive outcomes
– Minimized the chance that negative outcomes would occur
• Presentation style Cognition– Maximize association between product and positive attributes
• Ex. Direct match of visual-verbal presentation in the benefit information announcement
– Minimize association between product and negative attributes. • Ex. No visual-verbal match in the risk information announcement
Research 2
Motivation & DTC advertising -Slide 9- 04.01.04
• Cultural orientation– Use motivational themes that are consistent with cultural values.
• Ex. US ads rely on individualistic (as opposed to collectivistic) orientation.
• Goal orientation– Maximize the promise of obtaining positive outcomes
– Minimized the chance that negative outcomes would occur
• Presentation style Cognition– Maximize association between product and positive attributes
• Ex. Direct match of visual-verbal presentation in the benefit information announcement
– Minimize association between product and negative attributes. • Ex. No visual-verbal match in the risk information announcement
Objective 1: How can the motivational themes persuade consumers to take actions?
Objective 2: How can the motivational themes affect consumers’ ability to recall of risk information?
Goal compatibility
Motivation & DTC advertising -Slide 8- 08.15.03Motivation & DTC advertising -Slide 10- 04.01.04
Theories Goal Compatibility
Self-regulatory focus theory
Promotion focus
• Goal is to achieve positive outcomes
• Sensitive to presence/absence of positive outcome
• Focus on accomplishment
Prevention focus
• Goal is to avoid negative outcomes
• Sensitive to presence/absence of negative outcome
• Focus on safety & obligation
Self-construal orientation
Independent self
• Goal is to achieve personal benefits (personal goals)
• Focus on uniqueness, self-reliance, self-fulfillment
Interdependent self
• Goal is to achieve group benefits (collective goals)
• Focus on relationship, comply to duties, avoid conflicts
Goal compatibility occurs when the ad combines: Promotion focus with Independent self
Prevention focus with Interdependent self
Research 2 (Methodology)
Motivation & DTC advertising -Slide 11- 04.01.04
• Methods:– Design: Experiment based on a 2 (promotion vs.
prevention) x 2 (independence vs. interdependence) factorial design
– Sample: 220 females aged 40 years old or older– Data collection procedures: They were randomly
assigned to view one of the four mock ads for cholesterol-lowering drug (Travacor) and completed a questionnaire.
– Data analyses: Two-way ANOVA/ANCOVA
3.23
3.92
3.5
3.88
1
2
3
4
5
Independence Interdependence
Promotion Ad Prevention Ad
Intention to talk about high cholesterol with doctor (1 = definitely not to talk to 5 = definitely yes to talk with MD)
Positive/Neutral DTCA attitude
2.99
2.59
2.712.61
2.2
2.4
2.6
2.8
3
3.2
Independence Interdependence
Promotion Ad Prevention Ad
Negative DTCA attitude
Motivation & DTC advertising -Slide 13- 04.01.04
A D
CB
A D
C
B
Research 2 (Persuasive effects of DTCA)
Research 2 (Effects on risk info recall)
Exploratory Analysis Main A.
Positive/neutral DTCA attitude N=95
Neg. DTCA attitude N=102
Total N = 220
Promotion ads elicits risk information recall better than prevention ads
4.2 vs. 3.1, p = 0.002
4.6 vs. 3.9, p = 0.045
4.3 vs. 3.5, p = 0.001
Motivation & DTC advertising -Slide 21- 08.15.03
4.75
3.78 3.95
3.24
2.5
5
Independence Interdependence
Promotion Prevention
Motivation & DTC advertising -Slide 14- 03.27.04Motivation & DTC advertising -Slide 14- 04.01.04
Conclusions
Motivation & DTC advertising -Slide 15- 04.01.04
• Failure of the drug distribution system (i.e., Rx drugs are accessible just like OTC drugs) remains unresolved.
In Thailand, we prohibit prescription drugs to be advertised directly
to consumers. So, why worry?
• DTCA is already here whether we are ready or not!
• Technology makes the world smaller.
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