Consumer Preferences for Drug Information after Direct-To-Consumer Advertising
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CONSUMER PREFERENCES FOR DRUG INFORMATION AFTER DIRECT-TO-CONSUMER ADVERTISING* WILLIAMR. DOUCETTE,PHD Assistant Professor. Division of Clinical and Administrative Pharmacy. University of Iowa. Iowa City. Iowa
JON C. SCHOMMER, PHD Associate Professor. College of Pharmacy. The Ohio State University. Columbus. Ohio
Despite the growth of direct-to-consumer (DTC) advertising of prescription drugs, little is known about consumers' preferences for drug information ajier exposure to such an ad. The objective of this research was to investigate the effects of patient age, sevperceived medication knowledge, and the context of exposure to direct-to-consumer prescription drug advertising on consumers' preferences for information about benefits, risk, and costs of prescription drugs. A mail survey sent to a random sample of 360 consumers was used to collect preferences for three types of drug information (benefit, risk, and cost of the drug) from six information sources ( a physician, a pharmacist, a nurse, a family member or friend, a medical reference book, and the manufacturer of the product). The effects of age, medication knowledge, and context on consumer preferences were assessed using a MANOVA for each type of drug information. Any significant variables were analyzed further using univariate analysis. One hundred fi& responses were analyzed. Age and knowledge exerted significant effects on preferences for all three types of information. Context of exposure was not significant in any MANOVA. Overall, respondents reported the strongest preferences for seeking information about a drug seen in a DTC ad from physicians and pharmacists. As DTC advertising becomes more common, continued research on consumer reactions and responses is needed. Key Words: Direct-to-consumer advertising; Information search; Prescription drug information
INTRODUCTION SPENDING ON DIRECT-to-consumer prescription drug advertising topped $250 million in 1994, up from about $40 million in 1989 (1,2). Such growth indicates that pharmaceutical manufacturers believe that DTC
Reprint address: William R. Doucette, PhD. Assistant Professor, Division of Clinical and Administrative Pharmacy, S5 18 PHAR, University of Iowa, Iowa City, IA 52242. *Funding for this study was provided by an unrestricted grant from Recomm International Display, Ltd.
advertising has a definite place in the marketing of their products. The logic of DTC advertising is to use mass media to create awareness of a prescription drug. Then, it is assumed that such awareness will translate into action by consumers. One important action that could be taken by consumers is to seek further information about the advertised product. Many potential information Sources are available to who choose to search for drug information. Information sources can be divided into personal and nonprsonal, depending upon whether an individual
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