CONSUMERS' INTENDED INFORMATION-SEEKING BEHAVIOR AFTER VIEWING DIRECT-TO-CONSUMER ADVERTISEMENT
Author(s)
Hwang M
ST. JOHN'S UNIVERSITY, QUEENS, NY, USA
OBJECTIVES: The objective of this study was to examine consumers’ preferred sources for seeking additional information after viewing a direct-to-consumer advertisement (DTCA). METHODS: A descriptive, cross-sectional survey design was used to collect data. Participants (patients with kidney disease) were asked to view a print antidepressant advertisement in a magazine. Afterward, each participant was asked to complete a telephone survey that assessed participants’ intended information seeking behavior. The items for the intended information seeking behavior measure were based upon pilot study participants’ responses to the following question: “If you were interested in this advertised drug, where would you seek more information about it? Please list as many sources as you would like.” There were seven sources of information cited across all pilot study participants: Internet, Brief Summary of Prescribing Information, 1-800 number, pharmacist, doctor, family, and friends. The measure instructed respondents to indicate a number that indicate their likelihood of performing the follow actions (e.g., I would search on the Internet). Items were measured using a scale ranging from 1 (not at all likely) to 7 (extremely likely). Descriptive statistics were conducted using SPSS® v22. RESULTS: A total of 109 patients participated in the study. Participants indicated the greatest likelihood of seeking information from the doctor (M=6.06; SD=1.52), Internet (M=4.64; SD=2.30) then pharmacist (M=4.55; SD=2.04). Followed by Brief Summary of Prescribing Information (M=4.47; SD=2.03), family (M=4.04; SD=2.22) then friends (M=2.90; SD=1.92). Calling the 1-800 number for information was ranked last (M=2.64; SD=1.96). CONCLUSIONS: In exploring from whom or where participants would seek for additional information about the drug, the top three information sources were the doctor, Internet, and pharmacists. Consumers’ selection of doctors as their first source of information has been consistent throughout the years.
Conference/Value in Health Info
2016-05, ISPOR 2016, Washington DC, USA
Value in Health, Vol. 19, No. 3 (May 2016)
Code
PHP91
Topic
Real World Data & Information Systems
Topic Subcategory
Health & Insurance Records Systems
Disease
Multiple Diseases