Consumers Young and Old: Segmenting the Target Markets for Direct-to-Consumer Prescription Drug Advertising

Ball, Jennifer Gerard; Manika, Danae; Stout, Patricia A.

doi:10.1080/07359683.2011.623112

Cited by 20 publications

(4 citation statements)

References 23 publications

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“…It is very important that health marketers target their message at a level that all may understand if broadly delivered (Mackert, 2012;Ball, Manika and Stout, 2011) and that communicators thoroughly understand the Internet competence and site usage habits of the audience (e.g., see www.XXX). This implication is increasingly poignant for all communication given that electronic messaging is going to occur in today's world whether the health communication professional intends it or not.…”

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confidence: 99%

How does objective and subjective human papillomavirus knowledge affect information-seeking intentions and source preferences?

Manika

Stout

Golden

et al. 2017

Health Marketing Quarterly

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This study examines the effects of objective (factual information) and subjective knowledge (an individual's self-assessment of how much knowledge they have) on information-seeking intentions and source preferences. It explores the human papillomavirus (HPV) knowledge inequalities in groups of young adults age 18-26 years with and without vaccinations and diagnosis, and different demographics/socio-economic and perceptions of health status. Higher subjective HPV knowledge leads to greater information-seeking intentions from family/friends and mass media but not from health professionals and the Internet. Objective HPV knowledge did not matter for information seeking. The important role of demographics/socio-economic and perceived health status is also discussed.

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confidence: 99%

How does objective and subjective human papillomavirus knowledge affect information-seeking intentions and source preferences?

Manika

Stout

Golden

et al. 2017

Health Marketing Quarterly

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“…1 Accordingly, most Americans are aware of DTCA, and a substantial minority (18% to 30%) claim to have visited a doctor after seeing a drug ad. [2][3][4] Despite the ubiquity of DTCA, debate surrounding it lingers. Proponents generally tout the information in the ads as educational and motivating while critics regard the information as biased and misleading.…”

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confidence: 99%

An Updated Analysis of Direct-to-Consumer Television Advertisements for Prescription Drugs

Applequist

Ball

2018

Ann Fam Med

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PURPOSEIn 2015, the American Medical Association called for a ban of directto-consumer advertising (DTCA) for prescription drugs. Yet, the pharmaceutical industry spends more than ever on broadcast advertisements, with national health care costs largely driven by drug spending. An evaluation of these ads is critical, as these advertisements can impact the frequency which patients ask their doctors about medications.METHODS A content analysis of prime-time direct-to-consumer ads was conducted across 4 major cable television networks. The ad content (n = 61) was coded for factual claims made regarding target conditions, appeals used, portrayal of medications, and lifestyle characteristics shown. RESULTSWe found a substantial decrease in the percentage of ads that conveyed information about the conditions being targeted, such as risk factors (16%) and prevalence (16%). Positive emotional appeals (94%) continued to be emphasized; yet there was decreased use of negative emotional appeals (51%), pointing to an overall more positive portrayal of a patient's experience with a medication. The lifestyles portrayed in the sample largely featured how products can enable more recreational activities (69%) and fewer ads (7%) presented alternatives to product use.CONCLUSIONS Direct-to-consumer advertising continued to promote prescription drugs above educating the population. Improvement in the educational value of DTCA is likely to require regulatory action rather than reliance on self-regulation by the pharmaceutical industry. 2018;16:211-216. https://doi Ann Fam Med

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“…Several of these individual characteristics will be discussed in detail in the next section. Structural factors that could influence consumer awareness of ads include the amount of ad spending for specific medications (Frank, Berndt, Donohue, Epstein, & Rosenthal, 2002), audience segmentation through selective placement of ads to cater to different audiences (Ball, Manika, & Stout, 2011), and access to health insurance and healthcare services (Lee & Begley, 2010). …”

Section: Overview Of Dtca Exposure and Its Effectsmentioning

confidence: 99%

A Study of the Frequency and Social Determinants of Exposure to Cancer-Related Direct-to-Consumer Advertising Among Breast, Prostate, and Colorectal Cancer Patients

Tan¹

2014

Health Communication

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Cancer-related direct-to-consumer advertising (DTCA) is controversial because cancer treatment is complex and entails more risks and costs than typical treatments that are advertised for other conditions. Drawing from the Structural Influence Model of Communication, this study explores communication inequalities in DTCA exposure across social determinants among a population-based sample of 2013 patients diagnosed with breast, prostate, or colorectal cancers. Three survey items assessed patients' frequency of encountering ads concerning treatment alternatives for cancer, dealing with side effects of treatment, and doctors or hospitals offering services for cancer following their diagnosis. The analysis showed that overall exposure to DTCA in this study population was modest (median was once per week). Breast cancer patients reported significantly higher exposure to all three ad categories and overall DTCA exposure than prostate and colorectal cancer patients. Older patients consistently reported lower overall exposure to DTCA across the three cancer types. Other significant correlates included ethnicity (higher exposures among African-American prostate cancer patients vs. white; lower exposures in Hispanic colorectal cancer patients vs. white), and cancer stage (higher exposures in stage IV prostate cancer patients vs. stages 0-II). Education level did not predict patients' DTCA exposure. The implications of these observed inequalities in DTCA exposure on cancer outcomes are discussed.

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Consumers Young and Old: Segmenting the Target Markets for Direct-to-Consumer Prescription Drug Advertising

Cited by 20 publications

References 23 publications

How does objective and subjective human papillomavirus knowledge affect information-seeking intentions and source preferences?

How does objective and subjective human papillomavirus knowledge affect information-seeking intentions and source preferences?

An Updated Analysis of Direct-to-Consumer Television Advertisements for Prescription Drugs

A Study of the Frequency and Social Determinants of Exposure to Cancer-Related Direct-to-Consumer Advertising Among Breast, Prostate, and Colorectal Cancer Patients

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