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処方薬の消費者向け広告:アメリカ人は何を売られているのか?
S Woloshin1, L M Schwartz, J Tremmel
1VA Outcomes Group, Department of Veterans Affairs Medical Center, White River Junction, VT 05009, USA.
Lancet (London, England)
|October 13, 2001
まとめ
消費者に直接販売される処方薬の広告は,しばしば感情的なアピールと曖昧な利点の説明を使用します. 費用はめったに言及されず,副作用はデータで示されているが,利益にはデータがないため,公衆を誤導する可能性がある.
科学分野:
- 健康に関するコミュニケーション
- 医薬品のマーケティング
- 消費者の健康 消費者の健康
背景:
- 1999年,製薬会社は,処方薬の直接消費者向け広告 (DTCA) に18億ドルを割り当てました.
- DTCAで伝達されるメッセージを理解することは,公衆衛生と情報に基づいた意思決定に不可欠です.
研究 の 目的:
- 処方薬の直接消費者向け広告で使用されるコンテンツとプロモーション戦略を分析する.
- 薬の効果,副作用,疾患治療に関する提供された情報を評価する.
主な方法:
- 67のユニークな処方薬の広告のコンテンツ分析.
- 1998年7月から1999年7月までの10件の米国雑誌の7号を調査した.
- 薬物の目的 (症状緩和,疾患治療,疾患予防) による広告の分類.
主要な成果:
- 広告は主に症状の改善 (63%) に焦点を当てていました.
- 感情的なアピール (67%) と,経験の医学的な原因を示唆 (39%) は,一般的なプロモーション戦術でした.
- 薬の効果は,特定のデータ (13%) ではなく,しばしば曖昧な用語 (87%) で記述されました.
- 副作用はデータで詳細に記載されていたが,費用に関する情報はなかった.
結論:
- DTCAは,データ主導のメリット説明よりも説得力のあるテクニックを頻繁に採用しています.
- 薬の効用に関する不完全な情報は,公衆の利益や医師の利益に完全に役立たない可能性があります.
- 特に利益に関するDTCAの透明性の向上が推奨されています.
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