Gönül F F, Carter F, Wind J
Simon School, University of Rochester, NY 14627-0100, USA.
Health Care Manag Sci. 2000 Jun;3(3):215-26. doi: 10.1023/a:1019005827097.
Direct-to-consumer (DTC) advertising of prescription drugs can enhance the physician-patient relationship, as well as benefiting its sponsor. However, overall benefits can only occur if the patients value the information enough to discuss it with their physicians and the physicians are not predisposed against the DTC information. We investigate the impact of demographics and exposure to marketing on consumers' and physicians' receptiveness to DTC advertising of prescription drugs, using data from two nationwide surveys. We find that consumers who have an ongoing need for health care, that is, those with children or with a chronic condition requiring medication, value prescription drug advertising more highly, while older consumers, consumers who have been sick recently, or more educated consumers are more likely to trust their physicians instead. We find that more experienced physicians, physicians who see more patients, or those who have more exposure to pharmaceutical advertisements are more accepting of DTC advertising of prescription drugs.
处方药的直接面向消费者（DTC）广告既能加强医患关系，也能使赞助商受益。然而，只有当患者足够重视这些信息并与医生进行讨论，且医生不排斥DTC信息时，才会产生总体效益。我们利用两项全国性调查的数据，研究人口统计学特征和接触营销活动对消费者及医生接受处方药DTC广告的影响。我们发现，有持续医疗需求的消费者，即那些有孩子或患有需要药物治疗的慢性病的人，更看重处方药广告，而老年消费者、近期生病的消费者或受教育程度较高的消费者则更倾向于信任他们的医生。我们还发现，经验更丰富的医生、看诊患者更多的医生或接触药品广告更多的医生，对处方药的DTC广告接受度更高。
