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FROM SICK ROLE TO CONSUMER ROLE:
A SOCIOLOGICAL PERSPECTIVE ON PRESCRIPTION DRUG
ADVERTISEMENTS IN POPULAR MAGAZINES, 1992-2002
TIM CURRY, PhD
Sociologist
Primary Care Research Institute
The Ohio State University
JEFF JAROSCH, MA
Ohio Department of Health
“…the principal effect of direct-to-consumer marketing is to create consumer demands, changing the physician-patient relationship to a physician-consumer relationship. The consequences of this change are open for debate but the impact is noticeable.”
Source: Hollon, JAMA, 1999.
Research Questions
• Is the amount of health-related information in magazines increasing due to direct-to-consumer advertising?
• What does the future hold for the physician – patient relationship given direct-to-consumer ads?
Why Study Magazines?
• People act on what they see in magazines
• Magazines serve not only as sources of information, but also of role-identity
• We can track information in magazines more efficiently than information presented on television
Millions of Dollars Spent to Promote Prescription Drugs in Academic Journals and Direct-to-
Consumer Advertising
0
500
1000
1500
2000
2500
3000
1996 1997 1998 1999 2000 2001 2002
Year
Mill
ion
s o
f D
olla
rs
Spending on Academic Journals
Spending on Direct-to-Consumer Advertising
Number of Prescription-Drug Advertisements and Other Health-Related Advertisements in Magazines, 1992-2002
88
129
13
125
0
20
40
60
80
100
120
140
1992 2002
Year
Nu
mb
er Prescription Drug
Ads
Other Health-RelatedAds
Talking with a Doctor about an Advertised Medicine
As a result of seeing any ad for a prescription medicine, have you ever talked with a doctor about
the specific medicine you saw advertised?
30%
69%
1%
Yes
No
No Response
Source: Kaiser Family Foundation Understanding the Effects of Direct-to-Consumer
Prescription Drug Advertising, November 2001 (conducted August-September 2001).
What did your doctor do?
44%
35%
25%
19%
15%
14%
Among the 30% who talked to their doctor about any medicine they saw advertised…Did your doctor…
Give you the prescription drug you asked about
Recommend you make changes in behavior/lifestyle
Recommend a different prescription drug
Recommend no drug
Recommend an over-the-counter drug
Do something else
Note: multiple responses acceptedSource: Kaiser Family Foundation Understanding the Effects of Direct-to-Consumer Prescription Drug Advertising, November 2001 (conducted Aug.-Sept. 2001).
Money 2002; Prevention 2002; Country Living 2002
Prescription Drug
Magazine
2002
Lipitor Bon Appetit
Lipitor Country Living
Lipitor Money
Lipitor Prevention
Prevention 2002
Prescription Drug Magazine
2002
Viagra Ebony
Viagra Field & Stream
Viagra Golf Magazine
Viagra Newsweek
Viagra Popular Science
Viagra Popular Science
Viagra Prevention
Viagra Road & Track
“For conditions such as depression and high cholesterol, which are believed to be under treated in the population, increases in prescription drug advertisement may have substantial benefits.”
Source: Meredith B. RosenthalHarvard School of Public Health
“Large pharmaceutical companies produce ads that now directly target patients. There will be pressure on physicians by consumers to have a certain test done. I predict high use of genetic services. We’re looking at hundreds of thousands of people potentially interested in tests for breast cancer and colon cancer.” Source: James AllenAmerican Medical Association
“There are also reasons to question, however, the appropriateness and cost-effectiveness of the treatment that results from direct-to-consumer advertising.”
Source: Meredith B. Rosenthal Harvard School of Public Health
“Further exploration of the characteristics of the patients, doctors, and treatment episodes that are influenced by direct-to-consumer advertising is clearly needed.”
Source: Meredith B. RosenthalHarvard School of Public Health
“Each additional dollar spent on direct-to-consumeradvertising in 2000 yielded $4.20 in additionalpharmaceutical sales in that year.”
Source: Kaiser Family Foundation (www.kff.org)
1996 1998 2000Dollars (millions)Detailing 3,010 4,057 4,803Journal Advertising 459 498 484Retail Value of Samples 4,904 6,602 7,954Total Physican Promotion 8,373 11,157 13,241Direct-to-Consumer Promotion 791 1,317 2,467Total Promotion 9,164 12,474 15,708
Spending on Drug Promotions, 1996-2000
Sources: Physician Promotion spending data are from the IMS Health, Integrated Promotion Service, June 2001; Sales data are from Pharmaceutical Research and Manufacturers of America, Annual Survey, 2001; Direct-to-Consumer Promotion spending data are from IMS Health and Competitive Media Reporting, June 2001.