Background

Patients are often exposed to contradictory information about pharmaceutical products from various types of advertising. For example, direct-to-consumer advertising (DTCA) tend to emphasize a drug's benefits, while drug injury advertising emphasizes the worst side effects. Regarding DTCA as a drug information source, many researchers in pharmacy field focus on investigating the misinformation in DTCA and corrective advertising. However, no prior research has examined the effects of such contradictory advertising messages on patients' prescription medicine-related beliefs and medication adherence. This is a significant gap in the research literature on pharmaceutical advertising effects and medication adherence.

Objective

This is aimed to examine how exposure to DTCA and drug injury advertising would influence patients’ chronic accessibility of drug-related beliefs and their medication adherence behavior.

Methods

An online survey was conducted with a sample of 213 patients taking prescription blood thinners.

Results

The findings from this study did not support the predicted relationship between exposure to DTCA and consumers' drug-related belief accessibility or their medication adherence. However, this study found a significant interaction effect of exposure to DTCA and exposure to drug injury ads on patients’ medication adherence. The analysis results demonstrate that, for those who were exposed to drug injury ads, a significant negative relationship emerged between DTCA exposure and medication adherence.

Conclusion

This study provides important empirical evidence of a negative interaction effect of exposure to DTCA and drug injury ads on patients' medication adherence, which demonstrates that the influence of DTCA and drug injury ad exposures on patients' medication adherence is not independent, separate process but an interactive process. A communication campaign with corrective advertising could alleviate the negative interaction effect of exposure to contradictory information from different types of pharmaceutical ads on patients’ medication adherence.

中文翻译：

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直接面向消费者的广告和药物伤害广告中的冲突处方药信息对患者信念和服药依从性的影响

背景

患者经常接触到来自各种广告的关于药品的相互矛盾的信息。例如，直接面向消费者的广告 (DTCA) 倾向于强调药物的益处，而药物伤害广告则强调最严重的副作用。将 DTCA 作为药物信息源，药学领域的许多研究人员专注于调查 DTCA 中的错误信息和纠正广告。然而，之前没有研究检查过这种相互矛盾的广告信息对患者处方药相关信念和服药依从性的影响。这是关于药品广告效果和服药依从性的研究文献中的一个重大差距。

客观的

目的是研究接触 DTCA 和药物伤害广告如何影响患者对药物相关信念的长期可及性及其药物依从性行为。

方法

对 213 名服用处方血液稀释剂的患者进行了在线调查。

结果

这项研究的结果不支持 DTCA 暴露与消费者的药物相关信念可及性或他们的服药依从性之间的预测关系。然而，这项研究发现，接触 DTCA 和接触药物伤害广告对患者的服药依从性有显着的交互作用。分析结果表明，对于那些接触过药物伤害广告的人来说，DTCA 暴露与服药依从性之间出现了显着的负相关关系。

结论

本研究提供了重要的经验证据，表明 DTCA 和药物伤害广告暴露对患者服药依从性的负交互作用，这表明 DTCA 和药物伤害广告暴露对患者服药依从性的影响不是独立的、独立的过程，而是一个独立的过程。交互过程。带有纠正性广告的传播活动可以减轻接触不同类型药品广告的矛盾信息对患者服药依从性的负面交互作用。