Background
In Australia, where direct to consumer
advertising of prescription medicines is
prohibited, pharmaceutical companies
can sponsor disease awareness
advertising targeting consumers. This
study examined the impact of disease
awareness advertising exposure on
older women’s reported behavioural
intentions.
Discussion
Disease awareness advertising may
stimulate demand for prescription
medicine products. This has serious
implications for general practitioners
and regulators.
Results
Two hundred and forty-one women
responded to 466 advertisements.
Almost half reported an intention to ask
their doctor for a prescription or referral
as a result of seeing the advertisement,
but more reported they would talk to
their doctor and ask about treatments
and tests. Participants were more
likely to report an intention to ask for
prescriptions if they perceived the health
condition to be severe and themselves
susceptible or if they had viewed
advertisements containing limited
information on the disease.
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