Consumers’ motivation in responding to prescription drug advertising Consumers’ motivation in responding to prescription drug advertising by Nithima Sumpradit,

Consumers’ motivation in Consumers’ motivation in responding to prescription responding to prescription

drug advertisingdrug advertising

by

Nithima Sumpradit, PhD1

Frank J. Ascione, PharmD PhD2

Richard P. Bagozzi, PhD3

1 Thai Food and Drug Administration 2 University of Michigan 3 Rice University

• Overview of direct-to-consumer advertising of prescription drugs (DTCA)– Evolution and Trends of DTCA– Effects of DTCA on consumers

• Research about DTCA– Research 1: Content analysis of DTCA– Research 2: Impact of DTCA on consumers

• Conclusions

Talk outline

Motivation & DTCA -Slide 2- 04.01.04

Evolution & Trends of DTCA

Motivation & DTCA -Slide 3- 04.01.04

- Philosophy in public policy regarding consumer protection- Self-care movement

- Competition in drug market

- Emergence: - Introduced in the USA, 1981 - USFDA requested the 2-year moratorium, 1983-1985

- USFDA issued the fair balance regulation for DTCA, 1985- Trends: - Adopted in New Zealand

- Debated in Canada and EU - Placed concerns in developing countries

USFDA’s initiative:• Patient package insert

Manufacturers’ initiatives:• Disease-oriented (help-seeking) ads

–To encourage consumers to seek information about their health condition and/or treatment

• Institution ads–To increase awareness of firm’s reputation

Manufacturers’ initiatives:• Product-specific DTCA

Types & Regulations of DTCA

Motivation & DTC advertising -Slide 4- 04.01.04

Types of DTCA Major components Regulation

Product-specific Brand name + Indication “Fair-balance” regulation• Print ad

- Risk information

- Brief summary (e.g., summary of a leaflet)

• TV or broadcast ad

- Major (risk) statement

- More information available at:

- Health professionals

- Toll-free number

- Internet website

- Print ad

Help-seeking Indication only No specific regulation (Physicians or health professionals as gatekeepers for Rx drugs)Reminder Brand name only

Effects of DTCA


Positive effects Negative effects

Create informed consumers Create consumers’ demand

• Educate consumers about disease and treatment

• Improve MD-Pt relationship

• Lead to shared-decisions in healthcare

• Improve consumer health

• Misinform or mislead consumers about disease and treatment

• Create tension on MD-Pt relationship

• Lead to inappropriate decisions in healthcare

• Jeopardize consumer health

Research


• Research 1: Content analysis of DTCA characteristics– Sumpradit N, Ascione FJ, Bagozzi RP. A cross-media content analysis of

motivational themes in direct-to-consumer prescription drug advertising. Clinical Therapeutics. 2004; 26(1): 135-154.

• Research 2: Impact of DTCA on consumer behavior – Sumpradit N, Ascione FJ, Bagozzi RP. “Give me happiness versus take

away our pain”: Consumers’ motivation in responding to prescription

drug advertising. (working manuscript)

Research 1: Content Analysis of DTCA


• Goal: To examine motivational strategies used in DTCA• Method:

– Analyses of ads presented in 10 consumer magazines and 4 TV channel networks during Sep–Dec 2001

– Two drug classes• Cox-2 inhibitors (Celebrex® vs. Vioxx®)• Statin drugs (Lipitor®, Pravachol®, vs. Zocor®)

– Three independent trained judges

Research 1(Results)


• Cultural orientation– Use motivational themes that are consistent with cultural values.

• Ex. US ads rely on individualistic (as opposed to collectivistic) orientation.

• Goal orientation– Maximize the promise of obtaining positive outcomes

– Minimized the chance that negative outcomes would occur

• Presentation style Cognition– Maximize association between product and positive attributes

• Ex. Direct match of visual-verbal presentation in the benefit information announcement

– Minimize association between product and negative attributes. • Ex. No visual-verbal match in the risk information announcement

Research 2


• Cultural orientation– Use motivational themes that are consistent with cultural values.

• Ex. US ads rely on individualistic (as opposed to collectivistic) orientation.

• Goal orientation– Maximize the promise of obtaining positive outcomes

– Minimized the chance that negative outcomes would occur

• Presentation style Cognition– Maximize association between product and positive attributes

• Ex. Direct match of visual-verbal presentation in the benefit information announcement

– Minimize association between product and negative attributes. • Ex. No visual-verbal match in the risk information announcement

Objective 1: How can the motivational themes persuade consumers to take actions?

Objective 2: How can the motivational themes affect consumers’ ability to recall of risk information?

Goal compatibility

Motivation & DTC advertising -Slide 8- 08.15.03Motivation & DTC advertising -Slide 10- 04.01.04

Theories Goal Compatibility

Self-regulatory focus theory

Promotion focus

• Goal is to achieve positive outcomes

• Sensitive to presence/absence of positive outcome

• Focus on accomplishment

Prevention focus

• Goal is to avoid negative outcomes

• Sensitive to presence/absence of negative outcome

• Focus on safety & obligation

Self-construal orientation

Independent self

• Goal is to achieve personal benefits (personal goals)

• Focus on uniqueness, self-reliance, self-fulfillment

Interdependent self

• Goal is to achieve group benefits (collective goals)

• Focus on relationship, comply to duties, avoid conflicts

Goal compatibility occurs when the ad combines: Promotion focus with Independent self

Prevention focus with Interdependent self

Research 2 (Methodology)


• Methods:– Design: Experiment based on a 2 (promotion vs.

prevention) x 2 (independence vs. interdependence) factorial design

– Sample: 220 females aged 40 years old or older– Data collection procedures: They were randomly

assigned to view one of the four mock ads for cholesterol-lowering drug (Travacor) and completed a questionnaire.

– Data analyses: Two-way ANOVA/ANCOVA

3.23

3.92

3.5

3.88

1

2

3

4

5

Independence Interdependence

Promotion Ad Prevention Ad

Intention to talk about high cholesterol with doctor (1 = definitely not to talk to 5 = definitely yes to talk with MD)

Positive/Neutral DTCA attitude

2.99

2.59

2.712.61

2.2

2.4

2.6

2.8

3

3.2


Promotion Ad Prevention Ad

Negative DTCA attitude


A D

CB

A D

C

B

Research 2 (Persuasive effects of DTCA)

Research 2 (Effects on risk info recall)

Exploratory Analysis Main A.

Positive/neutral DTCA attitude N=95

Neg. DTCA attitude N=102

Total N = 220

Promotion ads elicits risk information recall better than prevention ads

4.2 vs. 3.1, p = 0.002

4.6 vs. 3.9, p = 0.045

4.3 vs. 3.5, p = 0.001


4.75

3.78 3.95

3.24

2.5

5


Promotion Prevention

Motivation & DTC advertising -Slide 14- 03.27.04Motivation & DTC advertising -Slide 14- 04.01.04

Conclusions


• Failure of the drug distribution system (i.e., Rx drugs are accessible just like OTC drugs) remains unresolved.

In Thailand, we prohibit prescription drugs to be advertised directly

to consumers. So, why worry?

• DTCA is already here whether we are ready or not!

• Technology makes the world smaller.

Definitely shrunk if it’s a counterfeit drug.For questions about impotence diseases, please call 0-2664-5888

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Consumers’ motivation in responding to prescription drug advertising Consumers’ motivation in responding to prescription drug advertising by Nithima Sumpradit,