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Dtc poster.ppt

Direct-to-Consumer (DTC) Advertising of Psychiatric Drugs in Popular Magazines:
How are Mental Disorders Portrayed?
Health Sciences Library System, University of Pittsburgh INTRODUCTION
In this study sample of DTC psychiatric drug ads: prescription medication is a controversial topic.
Psychiatric drugs make up 13% of all While the “fine print” drug information (typically advertised prescription drugs derived by a CHARACTERISTIC
located on an adjoining page) is strictly regulated PORTRAYED ?
by the Federal Drug Administration (FDA), the visual components of DTC print ads are guided by  Only females or only males appear in 40% of In this small descriptive study, the demographics only a simple subjective phrase: pictorial matter portrayed in the aggregate ads do not adequately reflect the prevalence of mental disorders in the general  Only two races are portrayed (white and population. Only ads for the antidementia drug Aricept The potential for visuals to sway consumer moderately correspond to prevalence rates for perceptions away from the information content is  85% of patients depicted are white.
Alzheimer’s disease by sex, age, and race.
 Young, white women exclusively represent Consumers generally recognize that emotional appeals This poster endeavors to raise awareness among are used to market products, including medications.
medical librarians about these issues by:  99% of patients display positive affect, leading However, those consumers with impaired decisional capacity -- a hallmark of mental disorders -- may be Examining visual portrayals of patients with to unrealistic expectations that the drug especially vulnerable to the imagery contained in DTC provides an easy cure; minimal failure rates; or minimal side effects (which are known to be ads. Consequently, marketing of psychiatric drugs has greater potential for negative impact on the health of substantial for many psychiatric drugs).
 Despite suffering considerable incidence of According to a 2002 FDA survey, 41% of patients do not read any of the brief summary (the “fine print”) for Providing pros and cons of the DTC ad debate.
medications advertised in magazines. The ad imagery and its underlying allusion may speak louder than words − Adults are not represented in stimulant ads.
Better Homes & Gardens. 2005; 83(1):73 In addition, ad portrayals that do not provide balanced A content analysis was conducted for 11 popular information could lead to, or reinforce stereotypes (e.g., magazines (257 issues) published in 2005 to certain mental disorders afflict only females, or only DEMOGRAPHICS
obtain direct-to-consumer (DTC) prescription PREVALENCE OF
whites), or provide false expectations about the drug’s OBSERVED IN
advertisements for psychiatric drugs that contained MENTAL DISORDERS
efficacy (e.g., 99% of patients display positive affect).
1) photographic depictions of patients, and ANTIDEPRESSANTS for treatment of depression CHARACTERISTIC Bipolar 1
Bipolar 2
information (‘fine print’) on an adjoining page.
Popular magazines were selected from among 60 DIRECT-TO-CONSUMER ADVERTISING
that ranked highest in total advertising and OF PRESCRIPTION DRUGS
circulation revenue for the year 2004. Categories represented include women’s and men’s interests, DIRECT-TO-CONSUMER
business, health, home, lifestyle, general, and PROPONENTS claim that ads:
OPPONENTS claim that ads:
• Pharmaceutical companies spent $4 billion+ in A hand search of the 257 magazine issues yielded: Ad for Abilify depicts young white woman, back to camera, looking down a MAGAZINES
Psychiatric Drug
The United States and New Zealand are the only (in order of total advertising Prescription
Caption: “Treating bipolar disorder takes understanding.” which met
countries that permit DTC advertising.
revenue, 2004) 1
inclusion criteria
American Psychiatric Association. Diagnostic and statistical manual of mental disorders.
4th ed. Text Revision (DSM-IV-TR). Washington, DC: American Psychatric Association; Bipolar 1 disorder DSM-IV criteria: at least one manic episode Sports Illustrated. 2005 Dec 12; 103(23):26.
Bipolar 2 disorder DSM-IV criteria: history of hypomanic and Endicott, RC. Magazine 300. Advertising Age. 2005;76(39):S1-5.
Fitzpatrick AL, Kuller LH, et al. Incidence and prevalence of dementia in the Cardiovascular Health Study. J Am Geriatr Soc. 2004 Feb;52(2):195-204.
Hollon MF. Direct-to-consumer marketing of prescription drugs: a current perspective forneurologists and psychiatrists. CNS Drugs. 2004;18(2):69-77.
Karpiak CP, Norcross JC. Lifetime prevalence of mental disorders in the general SLEEP DISORDERS: INSOMNIA
population. In: Koocher GP, et al. editors. Psychologists' desk reference. 2nd ed. New York: Oxford University Press; 2005. p. 3-7.
Prevalence by Age and Sex
Kessler RC, Berglund P, et al. Lifetime prevalence and age-of-onset distributions of DSM- IV disorders in the National Comorbidity Survey Replication. Arch Gen Psychiatry. 2005 % any sym ptom of
insom nia* (m ean)
National Sleep Foundation. Summary findings of the 2005 Sleep in America poll [Web yielded 20 distinct (non-duplicate) ads for these document]. 2005 [cited 2006 April 10].< _content/hottopics/2005_summary_of_findings.pdf> seven psychiatric drugs which comprise the study Prescription drug advertising, 21 C.F.R. § 202 [Web document]. 2005 [cited 2006 April 10]. <http://www.accessdata.f  One antidepressant: Wellbutrin
United States Public Health Service Office of the Surgeon General. Mental health: culture, race and ethnicity: a supplement to mental health: a report of the surgeon general. Rockville, MD: Department of Health and Human Services; 2001.
 One antipsychcotic: Abilify
Visser SN, MS, Lesesne CA. Mental health in the United States: prevalence of diagnosis and medication treatment for attention-deficit /hyperactivity disorder--United States, 2003. Morbidity and mortality weekly report. CDC surveillance summaries. 2005 Sep 2; One antidementia agent: Aricept
Weissman MM, Bruce ML, Leaf PJ, et al. Affective disorders. In: Robins L, Regier D editors. Psychiatric disorders in America : the epidemiologic catchment area study. New York : The Free Press; 1991. p. 53-80.
 Two hypnotics: Ambien (Zolpiden Tartrate)
Incidence (per 1,000) by Age & Race
Welch Cline RJ, Young HN. Marketing drugs, marketing health care relationships: a content analysis of visual cues in direct-to-consumer prescription drug advertising.
 Two stimulants: Adderall
Young D. FDA examines direct-to-consumer advertising data. Am J Health Syst Pharm.
* Insomnia symptoms inc lude: diffic ulty falling asleep; awake a lot during the night; woke too early and c ouldn't get bac k to sleep.
Sourc e: National Sleep Foundation (2005) Acknowledgement:
Better Homes & Gardens. 2005; 83(4):145 Better Homes & Gardens. 2005; 83(8):75 Better Homes & Gardens. 2005; 83(3):81 The author thanks Ammon Ripple, MLS, for guidance Note: sources for prevalence are listed in fol ow ing sections.


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SJN is a 58 year old Caucasian male with early onset dementia that first became symptomatic about 6 years earlier with progressive decline over that period of time. SJN’s highest level of education was a BSBA in accounting and thereafter he worked primarily as an accountant. SJN initially presented depression and with memory related problems, such as an inability to recall if he had carried out

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