Evaluating Direct-to-Consumer Marketing of Race-Based Pharmacogenomics: A Focus Group Study of Public Understandings of Applied Genomic Medication

Abstract

Some medical providers have advocated applied genomics, including the use of genetically linked racial phenotypes in medical practice, raising fear that race-based medication will become justified. As with other emerging medical genetic technologies, pharmaceutical companies may advertise these treatments. Researchers fear that consumers will uncritically accept pharmaceutical messages and demand the product. In this exploratory study, we examined public reactions to advertisements for applied genomic medications. A focus group methodology was employed. Participants tended to resist the message and generated warrants for doing so, indicating critical reception of the messages. Message accepters also provided warrants. Warrants for resistance and acceptance differ between self-identified racial groups. Consumers, health care providers, and pharmaceutical corporations will benefit from a better understanding of direct-to-consumer advertisements as medical communication. Our study concludes that both advocates and opponents of direct-to-consumer advertisements should recognize that potential consumers of pharmacogenomics act as critical consumers of health advertising discourse.

Racial Differences in Attitudes toward Personalized Medicine

“…In general, both qualitative and quantitative studies have shown that minorities are hesitant to accept personalized medicine [15,17,26,27,28,29,30]. A survey conducted in the US in 2009 showed that white respondents were more likely to have a strong interest in pharmacogenetic testing than black respondents [15].…”

Familial Risk Cues in Direct-to-Consumer Prescription Drug Advertisements: Impacts on Intentions to Adopt Healthy Lifestyles and Pharmaceutical Choices

“…For example, the DTC marketing of genetic tests for BRCA genes by Myriad Genetics, Inc. (the US provider of genetic testing for mutations in the BRCA1/2 genes) has raised concern about its potential for misleading consumers, and some people argue for greater regulation over this marketing strategy (Williams-Jones, 2006). DTC marketing of pharmacogenomic medications, especially linked to race or sex, has also received research attention (e.g., Bates, Poirot, Harris, Condit, & Achter, 2004;Lynch et al, 2008).…”

“…A primary issue is whether exposure to DTC ads will increase a likelihood of consuming advertised medications (Bates et al, 2004). Studies have found that ad exposure is positively associated with seeking information about advertised drugs from health providers and with requesting the drugs to be prescribed (Wilkes, Bell, & Kravitz, 2000).…”

Beliefs about Genetically Targeted Care in African Americans

“…For instance, African Americans were concerned that use of genetic technologies in medical care would result in racial discrimination and a permanent genetic underclass that would further exacerbate unequal access to medical care. 12 In another study, Bevan and colleagues found that African Americans were significantly more concerned about race-based prescription drugs in comparison to whites, and African Americans also expressed concerns that race-based medicine is akin to racial profiling, which may increase medical distrust. 13 But, beliefs and attitudes about genetically targeted care may differ from those about race-based medicine.…”

“…Attitudes about race-based medicine, and potential predictors of these beliefs, have been explored primarily in qualitative studies that were interested in racial differences between African Americans and whites. 12,13 …”