廣告對民眾用藥行為的影響

國內外直接對消費者廣告改變藥物使用行為，缺乏相關的文獻記載。為了能進一步了解廣告對台灣民眾用藥行為的影響，希望提供相關研究數據，讓政府對廣告的管理能務實合理化，不僅用所謂的正、負面表列的條例式管理而已，且不要讓「藥師指示用藥」淪落成「明星指示用藥」了！研究方法:透過發出1300份對台北市民之問卷，收回1099份有效問卷後，經由描述統計、獨立樣本t檢定、單因子變異數檢定等方法，來分析探討台北市民對於非處方(OTC)藥品的1)「認知安全性」2)「政府核准相信度」3)「使用同一種品牌藥品」4)「品牌藥接受價格」等因素與藥品廣告的關係；再進一步用卡方檢定法，來探究藥品廣告對於不同背景的台北市民在1)「OTC藥品選擇」2)「購買藥物通路」3)「購買藥物考量因素」4)「藥品資訊來源」5)「購買OTC藥品之認知」6)「願意多花錢買品牌藥」等變數上是否存在有差異性的影響。研究結果顯示近九成受訪者通常到「藥局」購買OTC藥品，影響民眾購買OTC藥品的因素仍以「專業人員(醫師、藥師)解說」居多；有六、七成受訪者使用「品牌」OTC藥品，且願意付較高價格；但近五成受訪者不了解「品牌」與「學名」OTC藥品是否有差異性。受訪者對「總是選擇同一種廣告藥」的比例不高；「女性」及六個月內使用一次以上止痛藥之受訪者，藥品購買行為會受「品牌藥」及「電視」廣告影響。由以上結果發現民眾用藥行為受廣告的影響很大，與文獻報告研究結果一樣，顯示OTC藥品的「品牌藥」繼續領導市場。關鍵字: 直接對消費者的廣告、非處方藥品、品牌藥、學名藥

關鍵字

廣告；藥品；用藥行為； OTC藥品選擇；品牌藥

並列摘要

How the direct-to-consumer advertising (DTCA) of medicine impacts consumer drug usage? This is the question little known to domestic and foreign research studies. In order to further understand the impact of advertising on drugs purchase behavior of the people in Taiwan, this research will provide findings that assist Taiwan government have more practical rationales to manage medicinal advertising regulations. Current Medicinal Advertising policies only list positive and negative effects without any rationales. Without proper regulations, current non-prescription drugs with the label of "Medicines with pharmacists’ instructions" ends up more like "Medicines with Spokespersons’ instructions". Research Methods: Distributing 1300 survey questionnaires with 1099 valid returns from Taipei residents (≥18 age).The study applies descriptive statistics, independent sample t-test, single ANOVA etc. methods to analyze different backgrounds of respondents for over-the-count (OTC) drugs usage. Variables relate to drugs advertising include: 1) "Safety awareness" 2) " Trust government health agency approved drugs " 3)"Using the same kind of brand drugs always" 4) "Acceptable price for brand name drugs "; With the chi-square method, to further explore different background of respondents to identify the variables of 1) "Choice of OTC drugs" 2) "Location of drugs purchase" 3) " Drugs purchase considerations" 4) "Sources of drug information" 5) "Purchase OTC drugs awareness" 6) "Willingness to pay more for brand-name drugs " and check if significant differences exists. Research findings indicate that nearly 90% of respondents usually go to "pharmacy" to purchase OTC drugs, and the most influential factor people to buy OTC drugs is "professionals (physicians, pharmacists) drug usage instructions"; and there is 60 to 70 percent of respondents purchase "brand-name drugs," and willing to pay more for brand name drugs; but almost half of the respondents are not aware of the difference between "brand" and "generic" OTC drugs. And respondents don’t always choose the same kind of drug because of advertising. Among all respondents, the female and painkiller users at least once in the last six month are most likely to be influenced by “TV Advertising” and “Brand Name Drugs”on their drug purchase decision. As a conclusion, OTC drugs consumption is greatly impacted by pharmaceutical advertising. My research findings coincide with studies of other researchers. Brand name OTC drugs consumption is overwhelmingly leading the over all OTC drugs market. Key word: Over-the-count drug, Non-prescription drug,Brand Name drug, Direct-to-consumer advertising.