那些因直接面向消费者的广告而去寻求更多信息或要求开处方的患者的显著特征。

Distinguishing characteristics of patients who seek more information or request a prescription in response to direct-to-consumer advertisements.

作者信息

Schommer Jon C, Singh Reshmi L, Hansen Richard A

机构信息

University of Minnesota, College of Pharmacy, 308 Harvard Street, SE, Minneapolis, MN 55455, USA.

出版信息

Res Social Adm Pharm. 2005 Jun;1(2):231-50. doi: 10.1016/j.sapharm.2005.03.009.

DOI:10.1016/j.sapharm.2005.03.009

PMID:17138476

Abstract

OBJECTIVE

The objective of this study was to examine demographic and psychographic profiles of individuals who sought additional information or requested a prescription drug based on a direct-to-consumer advertisement.

METHODS

A cross-sectional descriptive survey was used for collecting data from a random sample of 200 Minnesotans during Fall 2002. Chi-square and Mann-Whitney U tests were used as nonparametric tests for assessing differences in distributions between our categories of study subjects.

RESULTS

Out of 177 deliverable surveys, 81 (46%) were returned. Of these, 80 surveys were usable for analysis. The results showed that the distinguishing characteristics of individuals who sought additional information based on an advertisement were associated with demographic variables such as number of drugs taken daily and monthly out-of-pocket expenditures for prescription drugs. In contrast, distinguishing characteristics of individuals who requested prescription drugs (in addition to seeking information) based on an advertisement were psychographic in nature such as (1) viewing themselves as having greater influence on their physician, (2) having a stronger relationship with their physician, (3) expressing greater satisfaction with their current therapy, (4) viewing prescriptions as less of a burden, and (5) having higher outcome expectations for prescription drugs compared to the respondents who did not ask for a prescription drug based on a direct-to-consumer advertisement.

CONCLUSIONS

Distinguishing characteristics of information seekers were demographic in nature, whereas those characteristics of prescription requesters were psychographic in nature.

摘要

目的

本研究的目的是调查那些基于直接面向消费者的广告寻求更多信息或要求开具处方药的个人的人口统计学和心理特征。

方法

采用横断面描述性调查，于2002年秋季从200名明尼苏达州人组成的随机样本中收集数据。卡方检验和曼-惠特尼U检验用作非参数检验，以评估我们研究对象类别之间分布的差异。

结果

在177份可投递的调查问卷中，81份（46%）被退回。其中，80份调查问卷可用于分析。结果表明，基于广告寻求更多信息的个人的显著特征与人口统计学变量相关，如每日服用药物的数量和每月处方药的自付费用。相比之下，基于广告要求开具处方药（除寻求信息外）的个人的显著特征本质上是心理特征，例如：（1）认为自己对医生有更大影响；（2）与医生关系更密切；（3）对当前治疗表达更高满意度；（4）认为处方负担更小；（5）与未基于直接面向消费者的广告要求开具处方药的受访者相比，对处方药的疗效期望更高。