(Download) "Direct-to-Consumer Advertising of Prescription Drugs" by Donald L. Sullivan * eBook PDF Kindle ePub Free
eBook details
- Title: Direct-to-Consumer Advertising of Prescription Drugs
- Author : Donald L. Sullivan
- Release Date : January 21, 2013
- Genre: Medical,Books,Professional & Technical,
- Pages : * pages
- Size : 25916 KB
Description
The objective of this study was to determine if Direct-to-Consumer Advertising (DTCA) was effective in changing attitudes and health behaviors of patients and to determine the effectiveness of DTCA for prescription drug products. Based on Ajzen's Theory of Planned Behavior, this study measured attitudes, subjective norms, perceived behavioral control, behavioral intent, recall of the ad, and actual health behaviors related to BPH assessing if intent leads to actual behavior in a field setting with actual ads. This was accomplished through a post-test only with control group experimental design. The 1093 participants were randomly assigned to one of three groups: product specific ad group, disease specific institutional ad group, and control group. Two self administered mailed questionnaires yielded 296 usable responses for a response rate of 27%.Respondents in the product specific ad group had a statistically significant higher percentage of respondents recall hearing about HytrinR and recall seeing an ad for HytrinR when compared with the other two groups. Multiple regression and correlation analysis showed that patient subjective norms and perceived behavioral control were statistically significant contributors to the total variance explained in affecting patient behavioral intentions regarding DTCA, attitudes, however, were not. The models also showed that variation in the level of effort require of the patient regarding behavioral intentions may affect the amount of variance explained by the model and that behavioral intentions are not always good predictors of actual behaviors. Risk information retention was also assessed.There was no statistically significant difference among the three groups regarding the correct answering of any of the risk information questions. However, analysis of the data by whether the respondent indicated they had seen an ad for the product or had used the product in the past yielded different results. These results showed that having seen an ad for the product in the past does increases risk information retention. However, past experience in taking the product provides an even greater degree of retention of risk information, but may also provide a false sense of knowledge regarding some types of risk information.
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