Relationship Between Exposure to Direct-To-Consumer Prescription Drug Advertising (DTCA) and Patients’ Belief Accessibility and Medication Adherence

Heewon Im, Jisu Huh

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

One of the most frequent and strong arguments for supporting direct-to-consumer prescription drug advertising (DTCA) as a positive influence on individuals and society is that DTCA could contribute to improving patients’ medication adherence, but systematic empirical research testing this proposed effect is scant. To address this gap and provide an answer to the unresolved question about DTCA effects, this study examined the relationship between overall DTCA exposure and patients’ medication adherence through the mechanism of media priming effect increasing medication-related belief accessibility. Results from a survey with a sample of prescription blood thinner takers revealed no significant relationships between DTCA exposure and patients’ belief accessibility regarding their medical conditions and drug benefits and risks, and no support for the hypothesized relationship between DTCA exposure and medication adherence. The findings are discussed within the context of DTCA effect research literature, and theoretical and practical implications are presented.

Original languageEnglish (US)
Pages (from-to)975-983
Number of pages9
JournalHealth communication
Volume34
Issue number9
DOIs
StatePublished - Jul 29 2019

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Medication Adherence
Prescription Drugs
Marketing
medication
drug
Patient Compliance
Empirical Research
Prescriptions
Blood
Testing
empirical research
Research
Pharmaceutical Preparations

PubMed: MeSH publication types

  • Journal Article
  • Research Support, Non-U.S. Gov't

Cite this

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abstract = "One of the most frequent and strong arguments for supporting direct-to-consumer prescription drug advertising (DTCA) as a positive influence on individuals and society is that DTCA could contribute to improving patients’ medication adherence, but systematic empirical research testing this proposed effect is scant. To address this gap and provide an answer to the unresolved question about DTCA effects, this study examined the relationship between overall DTCA exposure and patients’ medication adherence through the mechanism of media priming effect increasing medication-related belief accessibility. Results from a survey with a sample of prescription blood thinner takers revealed no significant relationships between DTCA exposure and patients’ belief accessibility regarding their medical conditions and drug benefits and risks, and no support for the hypothesized relationship between DTCA exposure and medication adherence. The findings are discussed within the context of DTCA effect research literature, and theoretical and practical implications are presented.",
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