2010 Annual Meeting Student Poster Abstracts
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2010 Annual Meeting Student Poster Abstracts The accepted Student Poster Abstracts for the 201 0 Annual Meeting are printed below. The posters present scientijk developments related to topics addressed in meeting tutorials and
sessions, and will be displayed in Exhibit Hall A, lower level, in the Walter E. Washington Convention Center. f i e awards will bepresented Monday, June 14,2010.
Comparison of Television Advertisements for Products That Switched From Prescription to OTC Benefits, Risks and “Switch-Related’’ Appeals Mrs. Adrienne Faerber, graduate student, University of Wisconsin
Product-Specific and Disease-Specific Directto-Consumer Drug Advertising (DTCA): An Investigation of Post-ExposureInformation Search Behavior Mr. Clive Mario Mendonca, graduate student, University of Mississippi
Objective To assess the change in content of TV ads aired during major network news broadcasts when products switched from prescription to OTC status, focusing on fair balance (numbers of risk and benefit statements) and switch-related appeals including “newness”claims.
Objective To compare the effectiveness of disease-specific (help-seeking) DTCA and product-specific (product-claim) DTCA to stimulate external information search behaviors regarding drug and disease information from physicians, pharmacists, nurses, family/friends, medical references, and the Internet.
Method Using the public index of a TV archive, we determined frequency and placement of prescription and OTC ads aired between 1996 and 2009 for drugs that switched. Content of unique ads was analyzed to quantify risks, benefit, and switch-related appeals (eg, available, prescription strength, new). Results Prescription ads were longer (by 10.6 seconds) and risk and benefits statements were balanced (2.1 vs 2.2 per ad), but OTC ads had more benefits (5.7) than risks (0.9).In OTC ads, “switch”appeared 0.9 times per ad and “newness”appeared 0.58 times (vs 0.05 times for prescription ads). Conclusion Information available to consumers in TV ads changes when drugs switch from prescription to OTC status. After switching, ads emphasize benefits and more often include “newness” claims. Both of these differences may be related to variation in regulation and requirements of the FDA and FTC.
Method A 2-group posttest-only experimental design was used (380 adult asthma patients were randomly assigned to view either DTCA). Likelihood to seek information about benefits, risks, costs of a new drug option, symptoms and severity of asthma, and drug and disease information in general was captured. Results Exposure to disease-specific DTCA resulted in a significantly higher likelihood to seek information about a new drug in general (from physicians, nurses, and family/friends) and benefits of a new drug (from physicians, and family/friends) for treating asthma than exposure to product-specific DTCA. Conclusion Developing and implementing promotional strategies that include disease-specific DTCA could be useful as this type of advertisement appeared to be at least no less ef
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