# Presentation: 760005

## Analysis of the Effects of Direct-to-Consumer Advertising on Patient Information-Seeking Behavior

- <date/time>

- Analysis of the Effects of Direct-to-Consumer Advertising on Patient Information-Seeking Behavior

- Kathryn J. Aikin, Ph.D.
- Center for Drug Evaluation and Research, FDA
- John L. Swasy, Ph.D.
- Kogod School of Business, American University

## 1999 Consumer Survey:Methodology

- National probability sample conducted by telephone interview (n=1,081)
- Focused on consumers who have seen doctor in last 3 months about own problem (n=960)
- Summary tabulations and data available on website:
- www.fda.gov/cder/ddmac/research.htm

## Three Questions

**1**.	Does DTC advertising provoke information search?  To what extent are the components of the adequate provision requirement being utilized as resources in this information search?
**2**. 	Does DTC advertising stimulate consumers to pursue medical care for new, previously untreated conditions?
**3**.	Do these effects (1 and 2) vary by demographic subgroup and are these effects related to consumer attitudes about DTC advertising?

## Has an ad for a prescription drug ever caused you to look for more information, for example, about the drug or about your health?

- YES		51%
- NO		48%
- N=688*
- *Respondents who remembered seeing an ad for a prescription drug in the last 3 months.

## Demographics

- Age
- Gender
- Education
- Ethnicity
- Marital Status
- Income

## Ad Prompted Information SearchEDUCATION

## Ad Prompted Information Search ETHNICITY

## Ad Prompted Information Search GENDER

## Attitudes About DTC Advertising

## Attitudes Toward DTCFactor AnalysisFactor 1: “Ads Help Me”

## Attitudes Toward DTCFactor AnalysisFactor 2: “Level of Information”

## Attitudes Toward DTC Factor AnalysisFactor 3: “Role of Doctor: Effectiveness”

## Attitudes Toward DTCFactor AnalysisFactor 4: “Role of Doctor: Safety”

## How Are Attitudes Related to Search for Information?

- “Ads Help Me”  *B* = - 0.66  p < .001
- More likely to search for information if you agree:
- Ads help you have better discussions with doctor
- Ads help you make better health decisions
- Ads increase awareness
- Ads give enough information
- You like seeing ads

## Where did you look for more information?

## Sources of Information

- Own Doctor			     81.3
- Pharmacist			     51.6
- Reference Book			     36.0
- Nurse				     32.9
- Friend, Relative, Neighbor	     30.3
- Other Doctor			     22.4
- 1-800 number			     18.4
- Internet				     17.8
- Magazine				     14.4
- Newspaper	 		       7.4

- 	% total (353)

## Sources of Information

- Own Doctor				23.5
- Pharmacist				14.9
- Reference Book				10.4
- Nurse				  	  9.5
- Friend, Relative, Neighbor	  	  8.8
- Other Doctor			  	  6.5
- 1-800 number			  	  5.3
- Internet				  	  5.2
- Magazine				  	  4.2
- Newspaper	 		  	  2.1

- 	% mentions (1,220)

## Patterns of Information Search

- 		Total		Single 	         	Info		Personal
- 				Source	          Gatherers		Contact
- _Source_		(n=353)		(n=172)	      	(n=72)		 (n=51)
- 		  100%		 48.7%		 20.4%		  14.4%
- Own Doctor	81.3%		65.7%	       	98.6%	  	96.1%
- Pharmacist	51.6%		24.4%	       	88.9%	 	100%
- Reference Bk.	36.0%		16.9%	       	98.6%	   	  2.0%
- Nurse		32.9%	  	 5.8%	       	68.1%	 	64.7%
- Friend,Rel,Ngh.	30.3%	 	15.7%	      	40.3%		56.9%
- Other Doctor	22.4%	  	 1.2%	      	33.3%	 	23.5%
- 1-800#		18.4%	  	 8.1%	      	16.7%	 	19.6%
- Internet		17.8%	 	14.0%	      	18.1%	   	 3.9%
- Magazine	14.4%	  	 8.1%	      	18.1%	   	 9.8%
- Newspaper	  7.4% 	  	 1.7%	        	  0.0%	   	 2.0%

## Has an advertisement for a prescription drug ever caused you to ask a doctor about a medical condition or illness of your own that you had not talked to a doctor about before?

- YES		27%
- NO		72%
- N=688

## Ad Prompted Asking Doctor About a New Condition AGE

## Ad-Prompted Asking Doctor About a New Condition EDUCATION

## How Are Attitudes Related to Asking Doctor About a New Condition?

- “Ads Help Me”  *B* = - 0.44  p < .001
- More likely to ask your doctor about a new illness or condition if you agree ads help you have better discussions w/doctor, make better health decisions, increase awareness, give enough information, and you like seeing them.
- “Level of Information”  *B* = 0.19   p < .05
- More likely to ask your doctor about a new illness or condition if you agree ads do not give enough information about benefits and risks

## How Are Attitudes Related to Asking Doctor About a New Condition?

- “Role of Doctor: Safety”  *B* = 0.19  p < .05
- More likely to ask your doctor about a new illness or condition if you disagree talking to doctor about ad would seem like you didn’t trust him/her and only safest drugs are advertised.

## Limitations

- Exploratory
- Sample not designed to test for differences between subgroups
- Small subgroup size

## Summary

- Search for information is impacted by:
- Attitudes	Demographics
- Asking about a new condition is impacted by:
- Attitudes	Demographics
- Patterns exist in search for information
- Further research is needed