Hall Danika, Jones Sandra, Iverson Don
Centre for Health Initiatives, University of Wollongong, New South Wales, Australia.
Aust Fam Physician. 2011 Mar;40(3):143-7.
In Australia, where direct to consumer advertising of prescription medicines is prohibited, pharmaceutical companies can sponsor disease awareness advertising targeting consumers. This study examined the impact of disease awareness advertising exposure on older women's reported behavioural intentions.
Women were approached in a shopping centre and randomly assigned mock advertisements for two health conditions. Disease information and sponsors were manipulated.
Two hundred and forty-one women responded to 466 advertisements. Almost half reported an intention to ask their doctor for a prescription or referral as a result of seeing the advertisement, but more reported they would talk to their doctor and ask about treatments and tests. Participants were more likely to report an intention to ask for prescriptions if they perceived the health condition to be severe and themselves susceptible or if they had viewed advertisements containing limited information on the disease.
Disease awareness advertising may stimulate demand for prescription medicine products. This has serious implications for general practitioners and regulators.
在澳大利亚，处方药禁止直接面向消费者做广告，制药公司可以赞助针对消费者的疾病宣传广告。本研究考察了疾病宣传广告曝光对老年女性报告的行为意图的影响。
在购物中心接触女性，并随机为她们分配两种健康状况的模拟广告。对疾病信息和赞助商进行了操控。
241名女性对466则广告做出了回应。近一半的人表示，由于看到广告，她们打算向医生索要处方或转诊，但更多人表示会与医生交谈并询问治疗和检查情况。如果参与者认为健康状况严重且自己易患该病，或者他们看过包含有限疾病信息的广告，那么他们更有可能表示有索要处方的意图。
疾病宣传广告可能会刺激对处方药产品的需求。这对全科医生和监管机构具有严重影响。
