A content analysis of Direct-To-Consumer prescription drug web sites.
Journal:
Journal of Advertising
Volume:
32
Issue:
4
Pages:
43-56
Availability:
www.proquest.com
Country:
America
Methodology
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Classification:
Quantitative
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Sample Size:
97 DTC drug web sites
>>
Response Rate:
Final sample ? 90 DTC web sites
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Validity Measures:
>>
Reliability Measures:
>>
Data Analysis:
Content analysis
Main
Findings:
The results of this study suggest that the format and content of DTC drug websites may be better able to meet FDA guidelines. The websites included more medical and drug information including risks and limitations than do print ads. Of concern though was the increased use of inducements to the consumer. A major limitation to this study is that it can only describe the content of these websites not what effect they may have on the consumer. There also appears to be some disagreement between the pharmaceutical and advertising industries as to whether or not these drug Web sites are in fact, advertising. Both of these issues were presented by the authors as issues warranting further research.
Management
Implications:
Rating:
**
* - commentary,
no evidence
** - makes limited contribution on limited evidence
*** - good research – limited generalisability
**** - good research – rigorous, limited applications
***** - excellent research, very sound evidence, policy/strategy informer
