Media in the News About Dangers of Generic Drugs – Survey Says it Disturbs and Could Influence Us

It appears just as pharma advertisements work to promote name brands, media with warnings about dangerous generic drugs appear to have a similar effect. What is interesting in this survey is the most popular emotion shown is “disturbed”, so are media stories as such worthwhile or are they needlessly creating a concern where one should not exist?

Also noted is that the participants felt more of a negative impression about using generic drugs after viewing the media news item, so I guess a story as such on generics, followed with pharma commercials at the break has the potential to drive up sales for non generic drugs and drive down consumer confidence, which seems to be counterproductive with keeping healthcare costs down as far as medications are concerned. BD

Flemington, NJ, September 4, 2009 – A new national media study among 966 viewers of a news clip highlighting the potential dangers of generic brand drugs revealed that nearly half of viewers (46%) reported that they are less likely to purchase generic drugs after watching the video.

The study was conducted by HCD Research using its MediaCurves.com® website on September 3, to obtain viewers’ perceptions of a news clip on FOX News which featured the potential dangers of purchasing and using generic brand drugs. To view agreement curves and detailed results go to: www.mediacurves.com.

The study also revealed that 66% of viewers had a more negative perception of generic brand drugs after watching the news clip. Half of viewers (50%) reported that “disturbed” was the emotion they felt most while watching the video.

Among the findings:

Will you be more or less likely to purchase generic brand drugs after watching this video?

	Total
More likely to purchase generic brand drugs	5%
Less likely to purchase generic brand drugs	46%
No change	49%

Has this video changed your perceptions of generic drugs?

	Total
Yes, I have a more negative perception of generic drugs now	66%
Yes, I have a more positive perception of generic drugs now	3%
No change	30%

“Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most.”

	Total
Anger	15%
Inspiration	3%
Sadness	5%
Skepticism	19%
Confusion	7%
Disturbing	50%
Embarrassment	1%
Pride	0%
Happiness	1%

While viewing the video, participants indicated their levels of agreeability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.