Korean J Clin Pharm.  2015 Mar;25(1):42-49. 10.0000/kjcp.2015.25.1.42.

Comparisons of Perception on Direct-to-Consumer Advertisements of Prescription Drugs between Healthcare Providers and Consumers

Affiliations
  • 1Graduate School of Clinical Health Sciences, Ewha Womans University, Seoul, Korea. hsgwak@ewha.ac.kr
  • 2Department of Communication, Honam University, Gwangju, South Korea.
  • 3College of Pharmacy, Wonkwang University, Iksan, South Korea. shan7@wku.ac.kr
  • 4College of Pharmacy and Division of Life & Pharmaceutical Sciences, Ewha Womans University, Seoul, South Korea.

Abstract


OBJECTIVE
The aim of this study was to investigate the difference of perception on direct-to-consumer advertisement (DTCA) of prescription drugs between healthcare providers and consumers.
METHODS
The online and offline survey was conducted from May 26th to June 5th, 2013. The questionnaire was composed of 15 items about perception on DTCA of prescription drugs.
RESULTS
A total of 215 healthcare providers and 202 consumers responded to the questionnaire. Consumers had an overall positive attitude on permitting DTCA of prescription drugs and carried favorable views about the influence of the DTCA of prescription drugs on providing drug information, promoting communications between healthcare providers and consumers, and improving images of healthcare providers. Healthcare providers displayed negative perception for the needs of permitting the DTCA of prescription drugs compared to consumers. They showed somewhat skeptical perception about the influence of the DTCA of prescription drugs on necessities and efficiencies of delivering drug information, promoting communications between healthcare providers and consumers, and improving images of healthcare providers. Both healthcare providers and consumers were concerned about the increase of drug prices following the increase in advertisement expenses of pharmaceutical products.
CONCLUSION
This study identified the perception differences on direct-to-consumer advertisements of prescription drugs between healthcare providers and consumers. This study could be of much help in the process of review on permitting DTCA of prescription drugs in Korea.

Keyword

direct-to-consumer advertisement; healthcare providers; consumers
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