Models of Physician-Patient Relationships in Pharmaceutical Direct-to-Consumer Advertising and Consumer Interviews

Datos Bibliográficos

ID4717543
AutoresJennifer Arney (0000-0002-6820-358X, University of Houston–Clear Lake, Houston, Texas, USA), Benjamin Lewin (University of Puget Sound, Tacoma, Washington, USA)
Año2013
Volumen23
Número7
Páginas937-950
Fecha de publicación2013-07-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaQualitative Health Research (JOURNAL)
Identificadores de la revistaISSN: 1049-7323 • E-ISSN: 1552-7557
EditorialSAGE Publications Inc (PUBLISHER)
DOI10.1177/1049732313487801
PMID23645149
OpenAlexW2146975480
IdiomaEN
Citas recibidas2
Referencias citadas25

The rise of direct-to-consumer advertising (DTCA) has mirrored, if not facilitated, the shift toward more active health care consumers. We used content analysis to identify models of physician-patient interaction in DTCA from the 1997 to 2006 issues of a broad sample of women's, men's, and common readership magazines. We also conducted 36 in-depth interviews to examine the ways consumers receive and regard advertising messages, and to explore their preferences for clinical communication and decision making. We identified four models of physician-patient relationships that vary in their locus of control (physician, patient, or shared) and the form of support sought or obtained in the relationship (emotional or instrumental). Whereas consumer interviews reflected references to all four models of interaction, only two appeared in DTCA. The limited range of interactions seen in these advertisements creates a lack of congruity between interaction styles found in advertisements vs. styles reported by actual consumers

Advertising · Business · Consumer behaviour · Consumer research · Direct-to-consumer advertising · Medicine · Nursing · Pharmaceutical Economics and Policy · Pharmaceutical industry and healthcare · Psychology · Social Media in Health Education · Marketing