University of Houston-Clear Lake, Houston, TX 77030, USA.
Qual Health Res. 2013 Jul;23(7):937-50. doi: 10.1177/1049732313487801. Epub 2013 May 3.
The rise of direct-to-consumer advertising (DTCA) has mirrored, if not facilitated, the shift toward more active health care consumers. We used content analysis to identify models of physician-patient interaction in DTCA from the 1997 to 2006 issues of a broad sample of women's, men's, and common readership magazines. We also conducted 36 in-depth interviews to examine the ways consumers receive and regard advertising messages, and to explore their preferences for clinical communication and decision making. We identified four models of physician-patient relationships that vary in their locus of control (physician, patient, or shared) and the form of support sought or obtained in the relationship (emotional or instrumental). Whereas consumer interviews reflected references to all four models of interaction, only two appeared in DTCA. The limited range of interactions seen in these advertisements creates a lack of congruity between interaction styles found in advertisements vs. styles reported by actual consumers.
直接面向消费者的广告（DTCA）的兴起，即使没有促成，也反映了向更积极的医疗保健消费者的转变。我们使用内容分析法，从广泛的女性、男性和大众阅读杂志的 1997 年至 2006 年的问题中，确定了 DTCA 中医生-患者互动的模式。我们还进行了 36 次深入访谈，以研究消费者接收和看待广告信息的方式，并探讨他们对临床沟通和决策的偏好。我们确定了四种医患关系模式，它们在控制的位置（医生、患者或共同）和关系中寻求或获得的支持形式（情感或工具）方面有所不同。尽管消费者访谈反映了对所有四种互动模式的参考，但只有两种模式出现在 DTCA 中。这些广告中看到的互动范围有限，导致广告中发现的互动风格与实际消费者报告的风格之间缺乏一致性。
