Consumers' evaluation of brief summary formats of print direct‐to‐consumer advertisements

A scoping review of empirical research on prescription drug promotion

BACKGROUND

Pharmaceutical spending on prescription drug promotion is considerable, and exposure to advertising can influence demand and behavior. The U.S. Food and Drug Administration (FDA) provides industry guidance to help ensure that communications to consumers and health care providers about prescription drug promotion are truthful, balanced, and accurately communicated. As empirical research has accelerated on this topic in the past decade, an understanding of the current landscape of the science will help inform future research.

OBJECTIVES

Using systematic methods, this rigorous scoping review of the literature over the past decade (2012-2021) (1) examined the extent to which prescription drug promotion has been empirically investigated with consumers, patients, and health care providers; (2) examined the extent to which content and features of prescription drug promotion have been empirically investigated; and (3) identified themes across the literature to better understand the current landscape of prescription drug promotion.

METHODS

Databases searched include PubMed, Web of Science, CINAHL, APA PsycInfo, Business Source Corporate, Communication Source, Cochrane Library, and ClinicalTrials.gov for original research published in English from January 1, 2012, through November 10, 2021, using terms related to direct-to-consumer advertising, prescription drugs, and outcomes of interest (e.g., attitudes, perceptions, intentions, behaviors).

RESULTS

Of 804 screened references, 151 studies addressed the first research question, and 40 studies addressed the second. The most common theme across the body of evidence focused on testing of features and content in prescription drug promotional materials (84), followed by studies examining attitudes, perceptions, and behaviors toward prescription drug promotion more generally (43). Some (27) studies focused on targeted populations, such as patients, the elderly, non-English speaking people or individuals of a non-white race/ethnicity. Twenty-four studies assessed influence of exposure to prescription drug promotion on actual clinical outcomes, while 11 studies examined emerging technologies around prescription drug promotion. Seven studies evaluated the extent to which prescription drug promotion complied with existing guidelines and requirements.

CONCLUSIONS

Findings from this scoping review suggest there has been an increase in the number of empirical studies conducted on prescription drug promotion over the past decade. Potential areas that warrant further study include examination of emerging technologies, an expanded focus on targeted populations, and construct measurement.

Effects of endorser type and testimonials in direct-to-consumer prescription drug advertising (DTCA)

Purpose

This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA).

Design/methodology/approach

An online experiment was conducted with a 3 (endorser type: expert vs consumer vs celebrity) × 2 (message type: testimonial vs non-testimonial) plus control group (no endorser, no testimonial) factorial design to assess the various dependent variables.

Findings

Perceived source credibility and similarity was significantly different across the endorser types, and the expert endorser (i.e. a doctor) generated the highest mean level of source credibility, while consumer endorsers generate the highest mean source similarity. The interaction of endorser type and message type significantly impacted ad believability and skepticism. Specifically, the endorser type factor had a significant impact on the dependent variables only in the testimonial ad condition, but not in the non-testimonial ad condition. The effects were mediated by source credibility.

Originality/value

While the focused results show celebrities may not be the strongest choice to endorse when using testimonials, the overall lack of main effect of testimonials lends to the possibility of a plateauing of effects with the various appeals used in DTC ads. DTCA has now been around for over 20 years, and this study lends to the possibility consumers are becoming unaffected by the various appeals used by pharmaceutical manufactures and only respond when a multitude of personally relevant factors are in place.

Communicating Benefit and Risk Information in Direct-to-Consumer Print Advertisements: A Randomized Study

BACKGROUND

Previous research demonstrated that providing qualitative and quantitative information in a "drug facts box" may help individuals understand prescription drug information in print-based direct-to-consumer advertisements. The authors sought to determine whether qualitative, quantitative, or a combination thereof best communicates benefit and risk information.

METHODS

To replicate and extend previous research, the authors used simple quantitative drug information. A randomized controlled study was conducted with 5067 Internet panelists with heartburn. Participants viewed a drug facts box with benefit and risk information that varied the presence or absence of qualitative summaries and absolute frequencies, percentages, and absolute differences. Measures included knowledge of drug benefits and risks, perceptions, and intentions.

RESULTS

Providing absolute frequencies and percentages most improved participants' drug knowledge and affected perceptions and intentions.

CONCLUSIONS

The study findings suggest that, for simple drug information, adding absolute frequencies and percentages to direct-to-consumer advertisements may benefit consumers. Absolute differences and qualitative labels may not be needed.