Large Numbers of People Believe that Direct to Consumer Advertising of Prescription Drugs Influences their Behavior, Attitudes and Knowledge
They believe DTCA makes them more knowledgeable, more likely to ask questions and more concerned
ROCHESTER, N.Y., April 11 -- A survey by Harris Interactive(R) found that large numbers of people believe that they are influenced by the direct to consumer advertising (DTCA) of prescription drugs. Between 21 and 51 percent agree with 10 statements about how they are influenced by DTCA, with 30 percent or more agreeing with eight of the 10 statements. While 30 to 50 percent of adults are not a majority, they represent many millions of people who believe that they are influenced by DTCA.
These are some of the results of a nationwide survey of 1,726 U.S. adults interviewed online between October 20 and October 30, 2006. The survey was conducted for the Pharmaceutical Safety Institute and was designed to represent the general public, except that it excludes people who work in the health care industry, for a regulatory agency or who are health care providers.
The results of this survey were analyzed to see if people with medical conditions, people currently taking prescription medications or people who see their doctors three or more times a year were more likely to be influenced than healthier patients. The survey found that they are only a little or somewhat more likely to be influenced. In most cases the differences were modest.
Fifty one percent of adults believe that DTCA encourages them to ask additional questions when visiting their physician. Forty two percent believe that DTCA increases the number of questions they have regarding prescription drugs. Forty four percent believe that DTCA makes them more knowledgeable about treatments they previously did not already know about. Forty two percent believe that DTCA provides useful information on the risks of using prescription medications. Forty one percent believe that DTCA provides useful information on the benefits of prescription medications, while another forty one percent believe that DTCA increases their knowledge of prescription medications.
Substantial but smaller numbers also believe that DTCA increases their general concerns about using prescription medications (38%) and about their physicians' judgments in prescribing medications (24%). Minorities, albeit more modest ones, believe that prescription drug advertisements motivate them to visit their physicians and schedule an appointment (21%) and help them to make better decisions about what medications they prefer to take (30%)
The overall impact of DTCA: Good or bad?
Most of the results of this survey suggest that DTCA has a positive impact on the public. It appears to inform them and to make them more inquisitive so that they ask more questions. Large numbers of people also believe that DTCA increases their knowledge on prescription medications. All that, if true, is presumably a good thing.
At the same time, many people feel that DTCA sometimes raises their concerns about prescription medications and their physicians. A reasonable conclusion could be that this is also positive as consumers should be concerned about the safety and appropriateness of the drugs which are available to them.
The most equivocal finding is the 21 percent who report that DTCA motivates them to schedule visits with their doctors. If many of these visits are unnecessary that, presumably, is a bad thing. However, if many of these visits result in a better diagnosis or a better treatment (or even a treatment for a previously untreated condition), that is presumably a good thing. It is likely that DTCA does some of both.
This Harris Poll(R) was conducted online within the United States between October 20 and October 30, 2006 among a nationwide cross section of 1,726 adults (aged 18 and over). The survey was designed to represent the general public, except that it excluded people who work in the health care industry, for a regulatory agency or who are health care providers. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.
All surveys are subject to several sources of error. These include: sampling error (because only a sample of a population is interviewed); measurement error due to question wording and/or question order, deliberately or unintentionally inaccurate responses, nonresponse (including refusals), interviewer effects (when live interviewers are used) and weighting.
With one exception (sampling error) the magnitude of the errors that result cannot be estimated. There is, therefore, no way to calculate a finite "margin of error" for any survey and the use of these words should be avoided.
With pure probability samples, with 100 percent response rates, it is possible to calculate the probability that the sampling error (but not other sources of error) is not greater than some number. With a pure probability sample of 1,726 adults one could say with a ninety-five percent probability that the overall results would have a sampling error of +/- two percentage points. However that does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.
These statements conform to the principles of disclosure of the National Council on Public Polls.
About Harris Interactive
Harris Interactive is the 12th largest and fastest-growing market research firm in the world. The company provides innovative research, insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world's largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiaries Novatris in France and MediaTransfer AG in Germany, and through a global network of independent market research firms. More information about Harris Interactive may be obtained at http://www.harrisinteractive.com/. To become a member of the Harris Poll Online and be invited to participate in online surveys, register at http://www.harrispollonline.com/.
To become a member of the Harris Poll Online and be invited to participate in online surveys, register at http://www.harrispollonline.com/.