Transcript Give me happiness vs. Take away our pain: Consumers` motivation

Consumers’ motivation in responding
to prescription drug advertising
by
Nithima Sumpradit, PhD1
Frank J. Ascione, PharmD PhD2
Richard P. Bagozzi, PhD3
1 Thai
Food and Drug Administration
2
University of Michigan
3 Rice
University
Talk outline
• Overview of direct-to-consumer advertising
of prescription drugs (DTCA)
– Evolution and Trends of DTCA
– Effects of DTCA on consumers
• Research about DTCA
– Research 1: Content analysis of DTCA
– Research 2: Impact of DTCA on consumers
• Conclusions
Motivation & DTCA
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Evolution & Trends of DTCA
- Philosophy in public policy regarding consumer protection
- Self-care movement
- Competition in drug market
USFDA’s initiative:
• Patient package insert
Manufacturers’ initiatives:
• Disease-oriented (help-seeking) ads
–To encourage consumers to seek information
about their health condition and/or treatment
Manufacturers’ initiatives:
• Product-specific DTCA
• Institution ads
–To increase awareness of firm’s reputation
- Emergence:
- Introduced in the USA, 1981
- USFDA requested the 2-year moratorium, 1983-1985
- USFDA issued the fair balance regulation for DTCA, 1985
- Trends:
- Adopted in New Zealand
- Debated in Canada and EU
- Placed concerns in developing countries
Motivation & DTCA
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Types & Regulations of DTCA
Types of DTCA
Major components
Regulation
Product-specific Brand name + Indication “Fair-balance” regulation
• Print ad
- Risk information
- Brief summary (e.g., summary of a leaflet)
• TV or broadcast ad
- Major (risk) statement
- More information available at:
- Health professionals
- Toll-free number
- Internet website
- Print ad
Help-seeking
Indication only
No specific regulation (Physicians or
Reminder
Brand name only
health professionals as gatekeepers for Rx
drugs)
Motivation & DTC advertising
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Effects of DTCA
Positive effects
Negative effects
Create informed consumers
Create consumers’ demand
• Educate consumers about disease and
treatment
• Improve MD-Pt relationship
• Lead to shared-decisions in healthcare
• Improve consumer health
Motivation & DTC advertising
• Misinform or mislead consumers about
disease and treatment
• Create tension on MD-Pt relationship
• Lead to inappropriate decisions in healthcare
• Jeopardize consumer health
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Research
• Research 1: Content analysis of DTCA characteristics
– Sumpradit N, Ascione FJ, Bagozzi RP. A cross-media content analysis of
motivational themes in direct-to-consumer prescription drug advertising.
Clinical Therapeutics. 2004; 26(1): 135-154.
• Research 2: Impact of DTCA on consumer behavior
– Sumpradit N, Ascione FJ, Bagozzi RP. “Give me happiness versus take
away our pain”: Consumers’ motivation in responding to prescription
drug advertising. (working manuscript)
Motivation & DTC advertising
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Research 1: Content Analysis of DTCA
•
•
Goal: To examine motivational strategies used in DTCA
Method:
– Analyses of ads presented in 10 consumer magazines
and 4 TV channel networks during Sep–Dec 2001
– Two drug classes
• Cox-2 inhibitors (Celebrex® vs. Vioxx®)
• Statin drugs (Lipitor®, Pravachol®, vs. Zocor®)
– Three independent trained judges
Motivation & DTC advertising
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Research 1(Results)
• Cultural orientation
– Use motivational themes that are consistent with cultural values.
• Ex. US ads rely on individualistic (as opposed to collectivistic) orientation.
• Goal orientation
– Maximize the promise of obtaining positive outcomes
– Minimized the chance that negative outcomes would occur
• Presentation style  Cognition
– Maximize association between product and positive attributes
• Ex. Direct match of visual-verbal presentation in the benefit information
announcement
– Minimize association between product and negative attributes.
• Ex. No visual-verbal match in the risk information announcement
Motivation & DTC advertising
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Research 2
• Cultural orientation
– Use motivational themes that are consistent with cultural values.
• Ex. US ads rely on individualistic (as opposed to collectivistic) orientation.
•
Objective 1: How can the
motivational themes persuade
Goal orientation
consumers to take actions?
– Maximize the promise of obtaining positive outcomes
– Minimized the chance that negative outcomes would occur
• Presentation style  Cognition
– Maximize association between product and positive
attributes
Objective
2: How can the
• Ex. Direct match of visual-verbal presentation motivational
in the benefit information
themes affect
announcement
consumers’ ability to recall of
– Minimize association between product and negative
attributes.
risk information?
• Ex. No visual-verbal match in the risk information announcement
Motivation & DTC advertising
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Goal compatibility
Theories
Selfregulatory
focus theory
Goal Compatibility
Promotion focus
• Goal is to achieve positive
outcomes
• Sensitive to presence/absence
of positive outcome
• Focus on accomplishment
Self-construal
Independent self
orientation
• Goal is to achieve personal
benefits (personal goals)
• Focus on uniqueness, selfreliance, self-fulfillment
Prevention focus
• Goal is to avoid negative
outcomes
• Sensitive to presence/absence of
negative outcome
• Focus on safety & obligation
Interdependent self
• Goal is to achieve group benefits
(collective goals)
• Focus on relationship, comply to
duties, avoid conflicts
Goal compatibility occurs when the ad combines:
 Promotion focus with Independent self
 Prevention focus with Interdependent self
Motivation & DTC advertising
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Research 2 (Methodology)
• Methods:
– Design: Experiment based on a 2 (promotion vs.
prevention) x 2 (independence vs. interdependence)
factorial design
– Sample: 220 females aged 40 years old or older
– Data collection procedures: They were randomly
assigned to view one of the four mock ads for
cholesterol-lowering drug (Travacor) and completed
a questionnaire.
– Data analyses: Two-way ANOVA/ANCOVA
Motivation & DTC advertising
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Research 2 (Persuasive effects of DTCA)
Intention to talk about high cholesterol with doctor
(1 = definitely not to talk to 5 = definitely yes to talk with MD)
Positive/Neutral DTCA attitude
Promotion Ad
5
Prevention Ad
C
Promotion Ad
3.2
Prevention Ad
B
D
A
4
Negative DTCA attitude
3.92
3.5
3
3.88
3.23
3
B
2.8
2.6
2
2.99
C
A
2.71
2.59
2.61
D
2.4
1
2.2
Independence
Interdependence
Motivation & DTC advertising
Independence
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Interdependence
04.01.04
Research 2 (Effects on risk info recall)
Exploratory Analysis
Promotion ads elicits risk
information recall better
than prevention ads
Positive/neutral
DTCA attitude N=95
Neg. DTCA
attitude N=102
Total
N = 220
4.2 vs. 3.1,
p = 0.002
4.6 vs. 3.9,
p = 0.045
4.3 vs. 3.5,
p = 0.001
Prom otion
5
Prevention
4.75
3.78
3.95
3.24
2.5
Independence
Motivation & DTC advertising
Main A.
Interdependence
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03.27.04
Conclusions
In Thailand, we prohibit prescription drugs to be advertised directly
to consumers. So, why worry?
• Technology makes the world smaller.
• Failure of the drug distribution system (i.e., Rx drugs are
accessible just like OTC drugs) remains unresolved.
• DTCA is already here whether we are ready or not!
Motivation & DTC advertising
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04.01.04
Definitely shrunk if it’s a counterfeit drug.
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Source: Home & Lady, August 2546