处方药的消费者直销广告:美国人正在卖什么?
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
概括
直接面向消费者的处方药广告经常使用情绪上的吸引力和模糊的好处描述. 它们很少提到成本,并附带副作用的数据,但好处缺乏它,可能误导公众.
科学领域:
- 卫生沟通健康沟通
- 药品营销 药品营销 药品营销
- 消费者健康 消费者健康
背景情况:
- 1999年,制药公司拨款18亿美元用于处方药的直接向消费者广告 (DTCA).
- 了解DTCA中传达的信息对于公共卫生和知情决策至关重要.
研究的目的:
- 分析用于处方药的直接向消费者广告中的内容和促销策略.
- 评估有关药物的益处,副作用和疾病治疗的信息.
主要方法:
- 对67个独特的处方药广告进行了内容分析.
- 在1998年7月至1999年7月期间,对10个美国杂志的7个问题进行了审查.
- 根据药物目的对广告进行分类 (缓解症状,治疗疾病,预防疾病).
主要成果:
- 广告主要关注症状改善 (63%).
- 情感上诉 (67%) 和对经历提出医学原因 (39%) 是常见的促销策略.
- 药物益处通常用模糊的术语 (87%) 而不是具体的数据 (13%) 描述.
- 副作用与数据详细介绍,但成本信息不存在.
结论:
- DTCA经常使用说服力技术,而不是数据驱动的好处描述.
- 关于药物益处的不完整信息可能不完全符合公众或医生的利益.
- 建议加强DTCA的透明度,特别是关于利益的透明度.
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