The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #58577

Ajit M. Menon, BPharm¹, Aparna D. Deshpande, BPharm¹, Matthew Perri, PhD RPh¹, and George M. Zinkhan, PhD². (1) College of Pharmacy, University of Georgia, R.C. Wilson Pharmacy Building, D.W.Brooks Drive, Athens, GA 30602, 706-542-5311, menona@mail.rx.uga.edu, (2) Department of Marketing, Terry College of Business, University of Georgia, Sanford Drive, Athens, GA 30602

The FDA’s relaxation of restrictions on how pharmaceutical manufacturers communicate prescription drug information to consumers has been widely debated. Of particular concern is the perceived imbalance in communicating risk information. Direct-to-consumer (DTC) advertisements in print media provide such technical information on the reverse of the ad’s promotional message. However, consumers may overlook such information, and thus may not receive an adequate balance of information about the drug’s risks and benefits. The primary objective of this study is to examine which groups of consumers pay attention to the risk disclosure and the factors that influence attention. The second objective is to evaluate whether the communication of risk information in print DTC ads is adequately useful to consumers in their subsequent discussions with their physician. Specifically, this study analyzes the extent to which consumer attention, prior exposure to DTC ads, attitudes towards drug advertising and clarity of risk information influences their perceptions of its usefulness in discussions with the physician. Data from a 1999 national consumer survey are analyzed using multivariate logistic regression models. The findings suggest that a significant proportion of consumers who read print DTC ads ignore the risk disclosure. Consumers with greater prior exposure to drug ads and those who have more favorable attitudes towards DTC advertising are more likely to pay attention to the risk disclosure. The risk disclosure is perceived as useful among consumers who pay attention to it, and consumers who find that this information provides more clarity.

Learning Objectives:

• At the conclusion of the session, the participant (learner) in this session will be able to:
• 1.Recognize how consumers perceive and use the information about drug risks that is communicated to them by DTC prescription drug advertisements.
• 2.Assess the limitations of and challenges facing effective risk communication in DTC ads.
• 3.Discuss the implications of communicating drug risk information in DTC ads for public health and policy and explore how such communication may be made more effective

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.