Attitudes of Older Americans toward Direct-to-Consumer Advertising: Predictors of Impact *

Abstract

Objective: To assess the attitudes of Americans over age 60 concerning direct-to-consumer (DTC) advertising of prescription drugs and to determine if gender, race, income, or level of education has an impact on the attitudes of the elderly toward DTC advertising. Design: A seven-page survey, constructed using the 1992 National Health Interview Survey as a model, was used to assess the attitudes of elderly individuals toward DTC advertising of prescription drugs. Subjects were interviewed by one of four investigators. The face-to-face interview took about 15 minute to complete. Participants: Two hundred sixty-three subjects over age 60 were recruited from the greater Kansas City metropolitan area for participation in the survey. Measurements: Responses to survey queries were limited to “true,” “false,” or “don't know.” Demographic data were collected prior to the start of the survey. Data collected using the instrument were prospectively stratified based upon age, race, gender, estimated total household income, and level of education, and analyzed for statistical significance using Chi-squared and Fisher's exact methods. Results: Participants included 185 women and 79 men, with a mean age of 75.5 years. Approximately 50% were African American and approximately 50% were Caucasian. The vast majority (88%) of those interviewed reported having seen ads for prescription drugs on television. Fifty-three percent of participants agreed that DTC advertising of prescription medications was a good idea; however, 60% stated that ads were often confusing and difficult to understand. Subjects who were not high school graduates were less likely to have seen ads on television and to have read ads in magazines. They were, however, more likely to talk with their physician about taking advertised medications. Furthermore, they were less certain for whom the medication was intended or what it was used to treat. Only 38% of those interviewed felt sufficient information was disclosed about side effects. Conclusion: Nearly all Americans over age 60 in our survey were aware of DTC prescription drug advertisements. While half of the older Americans believed DTC advertising was a good idea, they had reservations about the information provided in the ads.

Keywords

Direct-to-consumer advertising Attitudes Prescription drugs Elderly Marketing

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