Direct-to-consumer prescription drug advertising and the public.
OBJECTIVE
Drug manufacturers are intensely promoting their products directly to consumers, but the impact has not been widely studied. Consumers' awareness and understanding of, attitudes toward, and susceptibility to direct-to-consumer (DTC) drug advertising were examined.


METHODS
Random-digit dialing telephone survey with a random household member selection procedure (completion and response rates, 58% and 69%, respectively).


METHODS
Respondents were interviewed while they were at their residences.


METHODS
Complete data were obtained from 329 adults in Sacramento County, California.


RESULTS
Outcome measures included awareness of advertisements for 10 selected drugs, misconceptions about DTC advertising, attitudes toward DTC ads, and behavioral responses to such promotions. The influence of demographic characteristics, health status, attitudes, beliefs, and media exposure on awareness and behaviors was examined. On average, respondents were aware of advertisements for 3.7 of the 10 drugs; awareness varied from 8% for Buspar (buspirone) to 72% for Claritin (loratadine). Awareness was associated with prescription drug use, media exposure, positive attitudes toward DTC advertising, poorer health, and insurance status. Substantial misconceptions were revealed; e.g., 43% thought that only "completely safe" drugs could be advertised. Direct-to-consumer advertisements had led one third of respondents to ask their physicians for drug information and one fifth to request a prescription.


CONCLUSIONS
Direct-to-consumer advertisements are reaching the public, but selectively so, and affecting their behaviors. Implications for public policy are examined.
Bell
R A
RA
Department of Communication, University of California, Davis 95616, USA.
Kravitz
R L
RL
Wilkes
M S
MS
D000328:Adult; D000329:Advertising; D002140:California; D003625:Data Collection; D004345:Drug Industry; D011307:Drug Prescriptions; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D011897:Random Allocation; D009626:Terminology as Topic