Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising—Which is More Effective?

Rollins, Brent L.; King, Karen Whitehill; Zinkhan, George M.; Perri, Matthew

doi:10.1080/07359683.2011.545337

Cited by 14 publications

(9 citation statements)

References 27 publications

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“…As endorsers play a key role within the experimental setting, we used a narrative instead of a statistical approach for designing the message statement (Hinyard and Kreuter, 2007). In addition, as non-branded DTCA, which focus on disease and health education instead of highlighting a particular drug or device, compared favorably to branded ads, we took a non-branded advertisement (Rollins et al, 2011). The advertising statement consisted of three paragraphs: introduction, impacts of diabetes, and recommendation.…”

Section: Research Methodology Experimental Design and Proceduresmentioning

confidence: 99%

The effects of DTCA on patient compliance

Bergner

Falk

Heinrich

et al. 2013

International Journal of Pharmaceutical and Healthcare Marketing

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Purpose -This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and compliance. Design/methodology/approach -This study employed a 3 (Endorser: physician, patient, or celebrity) £ 2 (Tonality: supportive vs threatening) experimental design. Subjects were 1,211 people with diabetes from Germany. Findings -First, the study shows that the interaction between message sender and tonality significantly affects all dependent variables such as self-efficacy, response efficacy, and patient compliance. Second, physicians as endorsers work best when they use unfavorable, threatening arguments. The results are significant for all dependent variables such as self-efficacy, response efficacy, and patient compliance. Most surprisingly, patients judge attitude significantly higher if physicians use threatening instead of supportive argumentation. Third, tonality does not play a dominant role for patients as person-based testimonials. Fourth, a celebrity performs best by using a supportive message. With regard to stimulating health outcome (self-efficacy, response efficacy, and patient compliance) the celebrity has a significant impact in the supportive rather than in the threatening condition. Originality/value -This is the first empirical study that examines the effects of DTCA in terms of endorser selection and message tonality on patients' self-efficacy, response efficacy, and compliance.

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Section: Research Methodology Experimental Design and Proceduresmentioning

confidence: 99%

The effects of DTCA on patient compliance

Bergner

Falk

Heinrich

et al. 2013

International Journal of Pharmaceutical and Healthcare Marketing

View full text Add to dashboard Cite

show abstract

“…It was assessed with a one-item, dichotomous choice option (yes=no) coded as 1 (look for more information now) and 2 (do not look for more information now). This single item ISB measurement has been used in prior DTC research and demonstrated equivalence to multiple item measures (Bergkvist & Rossiter, 2007;Rollins, 2010;Rollins, King, Zinkhan, & Perri, 2011). SAS Version 9.1 was used for data analysis.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Direct-to-Consumer Advertising of Predictive Genetic Tests: A Health Belief Model Based Examination of Consumer Response

Rollins

Ramakrishnan²,

Perri

2014

Health Marketing Quarterly

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Direct-to-consumer (DTC) advertising of predictive genetic tests (PGTs) has added a new dimension to health advertising. This study used an online survey based on the health belief model framework to examine and more fully understand consumers' responses and behavioral intentions in response to a PGT DTC advertisement. Overall, consumers reported moderate intentions to talk with their doctor and seek more information about PGTs after advertisement exposure, though consumers did not seem ready to take the advertised test or engage in active information search. Those who perceived greater threat from the disease, however, had significantly greater behavioral intentions and information search behavior.

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“…While the link between behavioral intentions and actual behavior is controversial and difficult to predict, behavioral intentions and past behavior are the most logical and researched proxies for behavior prediction. Recent research in DTC prescription drug advertising has shown those with higher behavioral intentions perform the desired behavior significantly more (Rollins et al, 2010(Rollins et al, , 2011. Further, in addition to sales analysis and ad recall, advertising effectiveness has been measured using two primary constructs, attitude toward the ad (A AD ) and attitude toward the brand (A B ).…”

Section: Information Search Intent?mentioning

confidence: 99%

“…It was assessed with a one-item, dichotomous choice option (yes/no) coded as 1 ¼ "look for more information now" and 2 ¼ "do not look for more information now". This single item ISB measurement scale has been used in prior DTC research and demonstrated equivalence to multiple item measures (Bergkvist and Rossiter, 2007;Rollins et al, 2010Rollins et al, , 2011.…”

Section: Information Search Intent (Isi)mentioning

confidence: 99%

An experimental examination of consumer attitudes, behavioral intentions, and information search behavior after viewing a predictive genetic test direct‐to‐consumer advertisement

Rollins¹,

Ramakrishnan²,

Perri

2013

International Journal of Pharmaceutical and Healthcare Marketing

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Purpose -Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used direct-to-consumer advertising as part of their promotional strategy. Given many PGTs are available without a prescription or physician order and the lack of empirical research examining the effects of PGT-DTC, this paper seeks to examine consumer attitudes, intentions, and behavior in response to a PGT-DTC ad with and without a prescription requirement. Design/methodology/approach -A single factor, between subjects online survey design with the presence or absence of a prescription requirement as the experimental variable was used to evaluate consumers' attitudes, intentions, and behavior in response to a predictive genetic test DTC advertisement. A minimum sample size of 198 was determined a priori and 206 surveys were completed within five hours of deployment to 600 randomly selected general consumer participants for a response rate of 34.3 percent (206/600), with 106 in the prescription requirement group and 100 in the non-prescription group. Descriptive statistics, t-tests, and chi-square techniques were used to examine the various dependent variables (consumer attitudes, behavioral intentions, and the pre-defined behavior measure) and their differences. Findings -Overall, consumers hold favorable attitudes to PGT-DTC ads, but did not intend to engage in physician discussion, take the test or perform information search behavior. The effect of a prescription requirement was not significant, as no differences were seen with the attitude and behavioral intention dependent variables. Originality/value -At this still relatively young point in the PGT cycle, consumers still seem to be skeptical about the value of predictive genetic tests and their associated DTC advertisements.

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Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising—Which is More Effective?

Cited by 14 publications

References 27 publications

The effects of DTCA on patient compliance

The effects of DTCA on patient compliance

Direct-to-Consumer Advertising of Predictive Genetic Tests: A Health Belief Model Based Examination of Consumer Response

An experimental examination of consumer attitudes, behavioral intentions, and information search behavior after viewing a predictive genetic test direct‐to‐consumer advertisement

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