Attitudes of Older Americans toward Direct-to-Consumer Advertising: Predictors of Impact
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Attitudes of Older Americans Toward Direct-to-Consumer Advertising: Predictors of Impact* Jaqneline 5. Marinoc, PkarmD, BCPS Adjunct Associate Professor Kansas City University of Medicine and Biosciences Kansas City, Missouri Lincoln A. Godfrey, DO Internist, Mountain Home, Arizona Colleen Brchingrr, MD Internist, Liberty Clinic. Liberty. Missouri Cbao Sun, MD, MPH Assistant Professor of Preventive Medicine, Kansas City University of Medicine and Biosciences Kansas City, Missouri James Wooten, PhariD Assistant Professor of Pharmacology. University of Missouri-Kansas City School ofMedicine Kansas City, Missouri Sandra K. Willsie, DO Vice President for Academic Affairs and Dean. Kansas City University of Medicine and Biosciences-Collegeof Osteopathic Medicine, Kansas City, Missouri
Key Words Direct-to-consumer advertising; Attitudes; Prescription drugs; Elderly; Marketing CorrespondenceAddress Jacqueline S. Marinac, PharmD, BCPS 14615 West W hStreet. Shawnee, K S 66216 (Jacqueline.S.marinac@ pfizercom). 'This study was approved and funded by the University of Missouri-Kansas City School of Medicine, Department of Medicine.
Objective: To assess the attitudes of Amen'cans over age 60 concerning direct-to-consumer (DTC) advertising of prescnption drugs and to determine if gender; race, income, or level of education has an impact on the attitudes of the elderly toward DTC advertising.Design: A seven-page survey, constructed using the 1992 National Health Znterview Survey as a model, was used to assess the attitudesof elderly individuals toward DTC advertising of prescnption drugs. Subjects were interviewed by one of four investigators. The face-to-face interview took about Is minute to complete. Participants: Two hundred sixty-three subjects over age 60 were recruited from the greater Kansas City metropolitan area for participation in the survey. Measurements: Responses to survey queries were limited to "true," "false," or "don't know." Demographic data were collected prior to the start of the survey. Data collected using the instrument were prospectively stratified based upon age, race, gender, estimated total household income, and level of education, and analyzed for statistical significance using Chisquared and Fisher's exact methods. Results:
INTRO DUCTlO N Mass media promotion of pharmaceutical products has existed in some form since the 1960s however, the past decade has seen a rapid growth in their popularity. In 1985,the Food and Drug Administration (FDA) lifted a moratorium on advertising prescription medications directly to the consumer (1,2). Within four years, pharmaceutical corporations were spending approximately $40 million dollars annually for direct-to-consumer (DTC) marketing (3). In 1997, the FDA relaxed the rules on DTC advertising with regard to disclosure of safety information, which facilitated television and radio
Participants included 185 women and 79 men, with a mean age of 73.5 years. Approximately 50% were African American and approximately 50% were Caucasian. The vast majority (88%)
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