Direct-to-consumer advertising for pharmaceuticals in Jordan from a gender perspective

Abstract

This study aimed to investigate the extent to which direct-to-consumer advertising (DTCA) for pharmaceuticals is disseminated in Jordan and to identify subsequent gender differences. The study was conducted on two samples: 1) patients (drug consumers) attending Jordan University Hospital, and 2) physicians working at the hospital (prescribers). A questionnaire was distributed to male and female patients (n=550), and based on its results a second questionnaire was designed and distributed to male and female physicians (n=200). The response rate was 93% for patients and 72% for physicians. Although the Jordanian Drug and Pharmacy Law prohibits the public promotion of medicines, consumers remain exposed to pharmaceutical advertising. The top ten drug classes advertised directly to consumers in Jordan included prescription-only drugs. Approximately 45% of the two samples agreed that women were more likely to be targeted by DTCA, while only 2% of them believed that men are more likely to be targeted. However, there was no statistically significant gender difference in attitudes towards pharmaceutical DTCA and tools used.