Perceptions of Direct-to-Consumer Advertising and the Older Adult Population

Abstract

Direct-to-consumer advertising (DTCA) has become a prominent feature of our society and reaches many consumers through their televisions, radios, and computer screens. In 2004, the average United States citizen was exposed to more than 16 hours of DTCA per year, and the number of hours has steadily increased. Drug advertising is a multi-billion dollar business for pharmaceutical manufacturers and affects public perception of medications, both prescription and over-the counter. Studies have shown advertisements can have both positive and negative effects, including educating consumers, but can harm the patient-physician relationship. This article addresses the perceptions older adults have toward DTCA and discusses how pharmacists can play a role in helping older adults understand and effectively use DTCA.

Direct‐to‐consumer advertising and the advancement of the quadruple aim: A narrative review

“…A key consumer of DTCA are older adults, as they are more likely to be impacted by the diseases specified in pharmaceutical DTCA. 17 In fact, older age is associated with increased exposure to DTCA. 18 Studies have observed mixed positive and negative perceptions of DTCA among older adults.…”

“…Moreover, DTCA has led to increased knowledge and conversations with providers among older adults. 17 Conversely, older adults also have reported that DTCA has limited or missing information, which has led to inappropriate conclusions being drawn for therapy. 14,19 In addition, women are more often targeted by DTCA than men.…”

“…Studies have observed mixed positive and negative perceptions of DTCA among older adults. Moreover, DTCA has led to increased knowledge and conversations with providers among older adults 17 . Conversely, older adults also have reported that DTCA has limited or missing information, which has led to inappropriate conclusions being drawn for therapy 14,19 .…”