Behavioral Intentions and Information-Seeking Behavior: A Comparison of Nonbranded versus Branded Direct-to-Consumer Pre
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Brent 1. Rollins, RPh, PhD Assistant Professor of Pharmacy Administration. School of Pharmacy, Philadelphia College of Osteopathic Medicine. Georgia Campus, Suwanee. Georgia
Karen King, PhD Professor and Department Head, Advertising and Public Relations, Grady College oflournalism and Mass Communications, University of Georgia. Athens. Georgia
George Zinkhan, PhD’ Matthew Perri, RPh, PhD Professor. Clinical and Administrative Pharmacy, College of Pharmacy, University of Georgia. Athens, Georgia
Correspondence Address Brent L. Rollins. RPh. PhD, Assistant Professor of Pharmacy Administration. School of Pharmacy. Philadelphia College of Osteopathic Medicine. Georgia Campus, 625 Old Peachtree Road, Suwanee, G A 30024 (email: bren t ro@pcom .edu).
‘Deceased.
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Behavioral Intentions and Information-Seeking Behavior: A Comparison of Nonbranded Versus Branded Direct-to-Consumer PrescriPtion Advertisements I
A recent trend in DTC advertising has been the
increasing presence of nonbranded, or helpseeking, ads. These ads make no mention of a branded medication, using only the pharmaceutical manufacturer as an identifier. Though these ads have been around since the inception of DTC, no direct comparison to the branded counterpart has been conducted in the literature. An online survey panel was used to examine the effects of these two DTC ad types, branded and nonbranded, on behavioral intentions. Whether these self-reported measures of intent correlated to a predefined informationseeking behavior was also analyzed.
Key Words Behavioral intentions; Nonbranded; Prescription; Advertising
INFORMATION
INTRODUCTION Recently, the pharmaceutical industry and direct-to-consumer (DTC) advertising have faced image issues and negative public opinion (l), causing the industry to shift some of its focus away from the traditional, and more prevalent, branded advertising to nonbranded advertising. Nonbranded or help-seeking advertising focuses on disease education and medication compliance. In its 2004 Guidance for Industry, the FDA defines a nonbranded communication as “one which discusses a disease or condition and makes no mention or representation of a particular drug or device (i.e. brand)” (2). Under this guidance, these communications are exempt from regulation by the agency unless only one drug or device is used in the disease or condition (2). Since the advent of DTC, extensive research has been conducted examining branded DTC advertisements and consumers’ thoughts, feelings, and behavioral responses to these ads. However, even though nonbranded ads have existed since the early 1980s and have
Results showed that subjects who either viewed the nonbranded ad or had a high level of disease state involvement had more positive behavioral intentions. Overall, intent did not correlate to the predefined behavior. However, those with higher behavioral intentions performed the behavior significantly more. Nonbranded ads induced greater behavioral intentions, which could lead to more physician discussions and increased informatio
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