Direct-to-Consumer Drug Advertising and “Health Media Filters”: A Qualitative Study of Older Adult Women's Responses to DTC Ads

Poe, Pamela Zubow

doi:10.1080/15456870.2012.692236

Cited by 4 publications

(11 citation statements)

References 22 publications

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“…Media are a source for health information and women's magazines remain a viable source for health advice (Hinnant & Len-Rios, 2009;Hust & Andsager, 2003, Poe, 2012.…”

Section: Literature Reviewmentioning

confidence: 99%

“…DTC ads have created further debate about whether this type of advertising is helpful for providers and patients or if it creates pressure to prescribe unneeded medications. Research on aging women's responses to DTC ads indicates that these women use their lived experience, health concerns in their social networks and health care provider interactions to "filter" health information presented in pharmaceutical ads (Poe, 2012). Women make a "rapid judgment of a mediated message in relation to its possible relevance or usefulness to the respondent" (Poe, 2012, p. 195).…”

Section: Literature Reviewmentioning

confidence: 99%

“…It is important for women to be informed about the risks and benefits associated with using HRT and many women turn to magazines to find health information (Poe, 2012). DTC ads provide consumers with information about medications but health care providers are split on whether these ads are a benefit that encourages patients to talk with their doctors or a detriment because they create tensions if doctors don't prescribe medications that patients think they need after viewing these ads (Poe, 2012). This study will investigate women's perceptions of HRT ads to understand what they know about those treatments.…”

Section: Feminist Perspectivementioning

confidence: 99%

“…The Internet is a growing source of information for today's digitally connected world especially when looking for information regarding important issues about health. Women's magazines, print and digital, are a staple source many women turn to for information and advice (Hust & Andsager, 2003;Poe, 2012), and advertising represents a large portion of these magazines.…”

Section: Chapter 1 Introductionmentioning

confidence: 99%

“…The growth in this type of advertising has changed the relationship between patients and health care providers. It encourages people to talk with their doctor (Poe, 2012;Wood & Cronley, 2014) and proponents of DTC ads claim the ads are a valuable source of information to help consumers manage their health care (Mackert & Love, 2011). On the other hand, it is important to understand that information in these ads comes from commercial entities that want to earn a profit selling medications (Mackert & Love, 2011) and they can also unduly influence patient-doctor relationships if patients pressure their doctor to prescribe a medication that might not be right for them (Poe, 2012).…”

Section: Chapter 1 Introductionmentioning

confidence: 99%

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Managing your private personal summer

Walkner¹

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Menopause is a biological change that affects the aging woman at some point in her life. Hormone replacement therapy (HRT) has been a primary medical intervention for decades, and this study explores how HRT products are marketed to women experiencing menopause through direct-to-consumer (DTC) drug ads. Through a qualitative analysis of DTC ads and interviews with women experiencing menopause symptoms, this research investigated their perspective on HRT drug ads to understand if women respond to this type of advertising. Women's understanding and experiences concerning menopause are influenced by a number of factors and can vary depending on the meanings that are associated with menopause. In U.S. culture, physical appearance is emphasized above other characteristics, so menopause and other signs of aging challenge the beauty ideal. Media portrayals of women too often value youth and ideal beauty, with direct-to-consumer (DTC) ads reinforcing this notion by emphasizing how women can remain young, fight the signs of aging, and maintain their vitality by using HRT products. Women also feel conflicted about their bodies as they age because of these dominant standards that can then lead to negative body image. Social comparisons are an inherent process guiding behavior and experiences that affect how people understand themselves (Corcoran, Crusius, & Mussweiler, 2011). People look at others and to media images of others, relating that information to themselves as a way to measure what they are and aren't capable of. When advertisements construct menopause as a deficiency that women need to treat with medications, women compare themselves to mediated images as they try to understand their menopause experience. v Ads analyzed for this study presented messages that women need medication to maintain healthy activities during and after menopause. Most of the ads focused on painful sex that can happen with menopause but nearly all of the participants agreed that these ads did not relate to their experiences. This research found that women don't believe menopause is a disease to be treated but if medications are used, it should be for the shortest time possible and only if the symptoms drastically interfere with a woman's quality of life. Through these interviews with menopausal women and analysis of HRT ads, this study adds to limited current research on DTC ads for hormone replacement therapies and menopause. vi PUBLIC ABSTRACT This study examined how hormone replacement therapies (HRT) for menopause are marketed to women. An analysis of HRT ads and interviews with women about these ads provided information for the study. Many women don't know what to expect during this life change and information about menopause can be confusing because that information is not always accurate; one size does not fit all. HRT drug ads describe some symptoms associated with menopause but they focus on selling medications to treat just one or two symptoms. What people see in the media can be a major influence in what information they believe...

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“…Media are a source for health information and women's magazines remain a viable source for health advice (Hinnant & Len-Rios, 2009;Hust & Andsager, 2003, Poe, 2012.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Feminist Perspectivementioning

confidence: 99%

Section: Chapter 1 Introductionmentioning

confidence: 99%

Section: Chapter 1 Introductionmentioning

confidence: 99%

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Managing your private personal summer

Walkner¹

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Digital storytelling to facilitate consumer engagement in healthcare research

Bonnici

Shorr

et al. 2022

Health Prom J of Aust

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Consumer engagement in the development and production of research is widely argued as being important for generating meaningful findings that are more likely to translate successfully into practice. 1,2 This engagement may focus on the design of specific research projects and use of the evidence stemming from it in health service planning, policy development, setting priorities, and quality assurance in the delivery of health services. 3 In order for consumers to engage meaningfully in these processes, they must first be provided with and understand the context and background information for the issues under consideration. In research, the same information needs to be provided to allow participants who are consumer representatives to understand the research questions being asked. 4 This is particularly important when working with populations that may have limitations in their capacity to understand the complex information

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