Abstract

Interest in pharmaceutical costs has heightened, as the phenomenon of financial inducements as promotional tools in Direct-to-consumer magazine advertising remains chiefly unexplored. The value of examining financial inducements has accelerated, providing the premise of this article. Employing content analysis of national consumer magazines, 213 DTC advertisements identified were compared to a sample three years later, revealing a reduction in ads to 97 in a similar magazine sample. While the total number of DTC ads has declined, the financial incentives have become prominent increasing from 42.2 percent of the DTC ads to 51.5 percent. The directed emphasis of copay amounts increased from 11.1 to 40.0 percent as opposed to previously merely mentioning possible “savings” which went down from 71.1 to 44 percent. Strategic opportunities and public policy implications are presented.

摘要

由于在直接面向消费者的杂志广告中将经济诱因作为促销工具的现象仍未得到充分探索，因此人们对药品成本的兴趣增加了。审查经济诱因的价值已经加速，为本文提供了前提。通过对全国消费者杂志的内容分析，将确定的 213 个 DTC 广告与三年后的样本进行比较，发现类似杂志样本中的广告减少到 97 个。虽然 DTC 广告的总数有所下降，但经济激励措施变得突出，从 DTC 广告的 42.2% 增加到 51.5%。对共付额的直接强调从 11.1% 增加到 40.0%，而不是之前仅仅提到可能的“节省”，从 71.1% 下降到 44%。