Rahul A Shenolikar, MS¹, Buford Lively, PhD², Rajesh Balkrishnan, PhD¹, Monica Holiday- Goodman, PhD², and Donald White, PhD². (1) Management and Policy Sciences, University of Texas, Houston, School of Public Health, 1200 Hermann Pressler Dr., Houston, TX 77030, 7135009181, rahulshenolikar@yahoo.com, (2) Pharmacy Administration, University of Toledo, 2801 W. Bancroft Street, Toledo, OH 43606

Objective: Television advertising plays a major role in direct-to-consumer advertising of prescription drugs. Television advertisements of prescription drugs have been criticized for potentially biased information, and their inability to provide information clearly in short time. Consumers are the target of pharmaceutical companies and also the end users. Therefore, the objective of this study was to assess consumers′ perceptions of clarity of information presented in television advertisements. Further, it also assessed consumers′ perceptions of positive and negative aspects of television advertising. Methods: A statewide cross sectional survey was conducted to assess consumers′ perceptions of content of television advertisements and advertising of prescription medications. One section measured consumers′ perceptions of content of these advertisements. The other section asked about usefulness of this form of advertising, while third section collected responses on negative effects of television advertising of prescription medications. All the sections measured responses using five point Likert scale (1=strongly agree to 5= strongly disagree). This valid and reliable instrument was mailed to five hundred randomly selected consumers who were residents in Ohio and aged above 18 years. Results: One hundred and four consumers responded to the survey (21%). Almost all consumers agreed that television advertisements clearly mentioned the name of the drug (92%) but relatively lower number of respondents agreed that they mentioned condition/s to be treated (67%). Greater number of consumers believed that television advertisements clearly mentioned potential benefits (78%) rather than side-effects or risks (48%). Almost two thirds of the respondents agreed that television advertisements motivated them to seek information on treatment options (61%), and keep them updated with latest drugs (61%). Relatively lower number of consumers agreed that television advertisements helped them have better discussions with physicians (41%). Half of the respondents agreed that television advertising caused unrealistic expectations from a drug (50%), and sixty one percent agreed that it increased demand for a particular advertised drug. Majority of the consumers also agreed that television advertising can lead to unnecessary use of prescription drugs (56%). Conclusions: This study showed that television advertisements of prescription drugs do not provide all the required information clearly. Consumers believed that television advertising could result in inappropriate use of prescription medications and that it could misinform consumers about their use. However, consumers also believed that television advertising had a good educational value and the ability to motivate them to seek out more information about prescription drugs.

Learning Objectives:

• At the conclusion of this session, participants will be able to understand the necessity of further improvements in the direct to consumer advertisements for the benefit of consumers

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.