Abstract
Background: Although prescriptions are dispensed at discretion of medical professionals, many pharmaceutical companies use direct-to-consumer (DTC) advertising to increase sales. Over-the-counter (OTC) medications are similarly marketed. Methods: We examined the content of advertisements in 38 issues of 9 popular US women’s fashion magazines. We evaluated target audience, health condition, product availability, message appeal, target to females, and mention of potential side effects and benefits. Results: Sixty total medication advertisements were identified, 58.3% (95% CI: 45.8, 70.8) for prescription products. In magazines targeted to non-Hispanic Whites, >65% of advertisements were for OTC medications whereas 80% (95% CI: 66.7, 94.5) of advertisements found in Black/Latina magazines were for prescription medications. The rational appeal was used most commonly in non-Hispanic White magazines (75.9%; 95% CI: 60.3, 91.5). Emotional appeal was featured more often in prescription advertisements magazines (60.0; 95% CI:43.8, 76.2) compared to OTC (8.0; 95% CI: -2.6, 18.6). Conclusion: Although emotional appeal may be effective for selling medication to women, it often does not completely inform consumers of potential risks.
Highlights
The average person living in the United States sees 360 advertisements each day through television, radio, internet, newspapers, and magazines.[1]
Over 50% (51.7%; 95% CI: 39.1, 64.3) of advertisements appeared in magazines targeted to an ethnic audience (Blacks and Latinas) (51.7%; 95% CI: 39.1, 64.3)
Most of the advertisements found in Black and Latina magazines were for prescription drugs (80.6%; 95% CI: 66.7, 94.5) whereas 65.5% of advertisements in magazines targeted to non-Hispanic White women were for OTC products (P < 0.0001)
Summary
The average person living in the United States sees 360 advertisements each day through television, radio, internet, newspapers, and magazines.[1] Included in this high volume of product advertisement are targeted strategies to persuade consumers to purchase both over-the-counter (OTC) and prescription medications. Unlike the purchase of OTC products, consumers are not the final decision makers when it comes to prescription medications.[2] The ultimate choice of which medication is prescribed lies with the physicians. To more actively involve the consumer in the choice of prescription medication and to augment sales by increasing consumer demand, most pharmaceutical companies utilize direct-to-consumer advertising (DCTA).[3]. Prescriptions are dispensed at discretion of medical professionals, many pharmaceutical companies use direct-to-consumer (DTC) advertising to increase sales. Emotional appeal was featured more often in prescription advertisements magazines (60.0; 95% CI:43.8, 76.2) compared to OTC (8.0; 95% CI: -2.6, 18.6). Conclusion: emotional appeal may be effective for selling medication to women, it often does not completely inform consumers of potential risks
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