Department of Advertising and Public Relations, Klein College of Communication, Temple University, 300 Annenberg Hall, Philadelphia, PA, 19122, United States.
Department of Health Services Administration and Policy, College of Public Health, Temple University, 1301 Cecil B. Moore Ave, Philadelphia, PA, 19122, United States.
Res Social Adm Pharm. 2022 Aug;18(8):3402-3413. doi: 10.1016/j.sapharm.2021.11.003. Epub 2021 Nov 12.
Mandatory disclosure of the price of prescription drugs within direct-to-consumer pharmaceutical advertisements (DTCA) has been proposed as a potential means of curbing rising drug costs in the United States. While price transparency in DTCA has widespread public support, empirical evidence regarding the effects of such drug prices disclosures remains limited.
This study assessed the degree to which a price disclosure was noticed, the individual characteristics associated with price disclosure recognition, and the impact on perceived drug affordability, effectiveness, and safety.
A randomized experiment was conducted among 2,138 members of the Amerispeak online panel. Participants were shown a television commercial for a drug treating either type II diabetes, deep vein thrombosis/pulmonary embolism (DVT/PE), or rheumatoid arthritis (RA) that disclosed the list price, disclosed the list price plus the average out-of-pocket cost, or had no price disclosure.
Roughly forty percent of participants noticed when a price was disclosed while 20-24% noticed information about individual costs varying (the higher of these percentages occurred when the average out-of-pocket cost was provided). Attention did not vary systematically with the cost amount. Recognition of the different elements of the price disclosure were most predicted by sociodemographic variables such as race, education, and income as well as health characteristics. Price disclosure altered perceived affordability of the advertised medication in a manner consistent with the costs provided, but such consistent significant effects were not found for perceived drug effectiveness and safety.
Repeated exposure to price disclosure in television DTCA or supplementary sources of price information may be necessary to increase attention to drug price information, especially among those who are most vulnerable to the burden of drug costs. Price transparency appears useful for adjusting affordability perceptions, but additional research needs to examine how such perceptions factor into healthcare decision-making and drug pricing.
在美国，处方药直接面向消费者的药品广告（DTCA）中的强制性价格披露被提议作为一种控制药品成本上涨的潜在手段。虽然 DTCA 中的价格透明度得到了广泛的公众支持，但关于此类药品价格披露的效果的实证证据仍然有限。
本研究评估了价格披露被注意到的程度、与价格披露识别相关的个体特征，以及对感知药物可负担性、有效性和安全性的影响。
在 Amerispeak 在线面板的 2138 名成员中进行了一项随机实验。参与者观看了一则治疗 2 型糖尿病、深静脉血栓形成/肺栓塞（DVT/PE）或类风湿关节炎（RA）的药品电视广告，该广告披露了标价、披露了标价加上平均自付费用，或者没有价格披露。
大约 40%的参与者注意到价格披露，而 20-24%的参与者注意到个别成本变化的信息（当提供平均自付费用时，这些百分比中的较高值出现）。关注度没有随成本金额系统变化。对价格披露的不同元素的识别最受种族、教育程度和收入等社会人口变量以及健康特征的预测。价格披露以与提供的成本一致的方式改变了对广告药物的可负担性的感知，但对药物有效性和安全性的感知没有发现这种一致的显著影响。
在电视 DTCA 或价格信息的其他补充来源中反复接触价格披露可能是增加对药品价格信息的关注所必需的，尤其是在那些最容易受到药品成本负担影响的人群中。价格透明度似乎有助于调整可负担性的感知，但需要进一步研究如何将这些感知纳入医疗保健决策和药品定价。
