Research in Social and Administrative Pharmacy
Volume 1, Issue 2 , Pages 348-368, June 2005

The study of direct-to-consumer advertising for prescription drugs☆☆

  • Jon C. Schommer, Ph.D.

      Affiliations

    • University of Minnesota, College of Pharmacy, 308 Harvard Street, SE, Minneapolis, MN 55455, USA
    • Corresponding Author InformationCorresponding author. Tel.: +1 919 966 7517; fax: +1 919 966 8486.
    • ,
  • Richard A. Hansen, Ph.D.

      Affiliations

    • University of North Carolina – Chapel Hill, School of Pharmacy, Division of Pharmaceutical Policy & Evaluative Sciences, Campus Box 7360, Room 205M, Chapel Hill, NC 27599-7360, USA
    • Tel.: +1 612 626 9915; fax: +1 612 625 9931.

Abstract 

Objectives

The objectives of this article are to (1) identify key methodological issues related to investigating the effects of direct-to-consumer advertising (DTCA) for prescription drugs, (2) highlight opportunities and challenges that these issues pose, and (3) provide suggestions to address these challenges and opportunities from a social and administrative pharmacy perspective.

Methods

Through a review of existing literature and consultation with research colleagues, we identified 3 broad issues regarding the study of DTCA for prescription drugs: (1) the importance of problem formulation, (2) the role of health behavior and decision-making perspectives, and (3) data collection and data analysis challenges and opportunities. Based upon our findings, we developed recommendations for future research in this area.

Results

Clear problem formulation will be instructive for prioritizing research needs and for determining the role that health behavior and decision-making perspectives can serve in DTCA research. In addition, it appears that cluster bias, nonlinear relationships, mediating/moderating effects, time effects, acquiescent response, and case mix are particularly salient challenges for the DTCA research domain.

Conclusions

We suggest that problem formulation, selection of sound theories upon which to base research, and data collection and data analysis challenges are key methodological issues related to investigating the effects of DTCA for prescription drugs.

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☆ A large portion of this article is based on a presentation given by the authors at “Assessing the Impact of Direct to Consumer (DTC) Advertising on Health Care Use, Costs, and Outcomes: An Examination of Methodological Issues, Opportunities and Strategies,” a conference sponsored by the Office of the Assistant Secretary for Planning and Evaluation (ASPE), US Department of Health and Human Services with additional support provided by The Henry J. Kaiser Family Foundation, Washington, DC, May 30, 2001. The Final Post Conference Draft was posted on June 18, 2001 at http://aspe.hhs.gov under the title “A Problem Well Defined is Half Solved: Methodological Issues Related to the Study of Direct-to-Consumer Advertising (DTCA) for Prescription Drugs.”

PII: S1551-7411(05)00038-0

doi:10.1016/j.sapharm.2005.03.006

Research in Social and Administrative Pharmacy
Volume 1, Issue 2 , Pages 348-368, June 2005

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