Motivation and Impact of Prescription Drug Advertising on Consumers

1. Consumers’ motivation in responding to prescription drug advertisingbyNithima Sumpradit, PhD1Frank J. Ascione, PharmD PhD2Richard P. Bagozzi, PhD3 1 Thai Food and Drug Administration 2 University of Michigan 3 Rice University

2. Talk outline • 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 Motivation & DTCA-Slide 2- 04.01.04

3. Evolution & Trends of DTCA • 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 Motivation & DTCA-Slide 3- 04.01.04

4. Types & Regulations of DTCA Motivation & DTC advertising-Slide 4- 04.01.04

5. Effects of DTCA Motivation & DTC advertising-Slide 5- 04.01.04

6. 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) Motivation & DTC advertising-Slide 6- 04.01.04

7. 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 Motivation & DTC advertising-Slide 7- 04.01.04

8. 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 Motivation & DTC advertising-Slide 8- 04.01.04

9. 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? Motivation & DTC advertising-Slide 9- 04.01.04

10. Goal compatibility • Goal compatibility occurs when the ad combines: • Promotion focus with Independent self • Prevention focus with Interdependent self Motivation & DTC advertising-Slide 8- 08.15.03 Motivation & DTC advertising-Slide 10- 04.01.04

11. 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 Motivation & DTC advertising-Slide 11- 04.01.04

12. Research 2 (Persuasive effects of DTCA) 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 Negative DTCA attitude B D A C B C A D Motivation & DTC advertising-Slide 13- 04.01.04

13. Research 2 (Effects on risk info recall) Motivation & DTC advertising-Slide 21- 08.15.03 Motivation & DTC advertising-Slide 14- 04.01.04 Motivation & DTC advertising-Slide 14- 03.27.04

14. Conclusions In Thailand, we prohibit prescription drugs to be advertised directly to consumers. So, why worry? • Failure of the drug distribution system (i.e., Rx drugs are accessible just like OTC drugs) remains unresolved. • Technology makes the world smaller. • DTCA is already here whether we are ready or not! Motivation & DTC advertising-Slide 15- 04.01.04

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